SAN JUAN, PR – By 2026, nine different streaming platforms are expected to generate over a billion dollars each in ad revenue—a dramatic increase from just two platforms achieving this milestone in 2020.
At the heart of this growth is the rise of “biddable” transactions—non-guaranteed, one-to-one PMPs, multi-publisher PMPs, curated deals, and open market opportunities all operating within premium television environments while maintaining the flexibility of programmatic bidding.
“Biddable is the future of CTV,” said Erika Loberg, senior director of advanced TV at OpenX, in this video interview with Beet.TV.
Benefits across the ecosystem
The biddable model offers distinct advantages for both publishers and advertisers in the connected TV landscape. For content providers, it represents an opportunity to maximize monetization and improve fill rates.
“When you open up this inventory into an environment that it wasn’t originally available in, it gives you access to new advertisers who maybe want to buy a little more last-minute than a guaranteed upfront,” Loberg said. “That allows you to bring in more revenue, higher CPMs, and kind of control that flexibility there.”
This additional revenue stream is particularly valuable as streaming platforms face increasing competition, with the cost of producing premium content continuing to rise.
Democratizing access
These innovations come as retail media networks are increasingly integrating with CTV, with ad sales projected to more than double from $4.99 billion in 2025
For advertisers, particularly independent brands and agencies, biddable transactions provide crucial flexibility in campaign planning and execution. The model significantly lowers barriers to entry that have historically kept smaller advertisers out of television.
“A lot of these up-and-coming advertisers may have been priced out of linear or the upfronts from a financial constraints perspective,” Loberg noted. “When you think about biddable, it opens, it levels the playing field. That barrier to entry is a lot lower.”
This democratization allows emerging brands to compete alongside established players that have dominated linear television advertising for decades. The timing is opportune, as industry research shows double-digit declines in linear TV viewership, creating urgency for advertisers to find new ways to reach consumers.
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