SANTA MONICA, Calif. – The software tools to automate the buying and selling of digital and mobile advertising are transforming the connected television ad market. The adoption of these programmatic tools are helping startup CTV apps to sell ads and making the television advertising more accessible to marketers with smaller media budgets.
Programmatic is “lowering the barrier to entry for new participants,” Cameron Miille, chief revenue officer at Publica by IAS, said in this interview at the Beet Retreat Santa Monica with Beet.TV contributor Rob Williams.
“If you wanted to go start a streaming service tomorrow and you had the content, you would within a couple of days be able to put together a pretty meaningful monetization solution by plugging into third-party platforms,” Miille said.
With the proliferation of CTV apps seeking to sell advertising, marketers with smaller budgets or brands with niche audiences can use programmatic tools to buy media in online auctions.
“Traditionally, if a buyer wanted to get access to premium connected television inventory, they were a top 200 advertiser, just like in linear television,” Miille said, “but with programmatic, you now have buyers outside of the top 200 … which is allowing buyers that have meaningful CPMs, let’s call it, but let’s say not super high budgets, still being able to compete and participate in the auction.”
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