Traditional TV advertisers are also eyeing connected TV and OTT as a means of recouping audiences lost to digital streaming. Here again, buyers must navigate differences in how audiences are guaranteed, targeted and measured.
Much of the connected TV and OTT inventory that’s available programmatically must be accessed directly, from either connected TV device manufacturers or the OTT service providers themselves. More inventory is likely within the next two years, but scale may still be a factor if the ecosystem remains as fragmented as it is today.
These are just some of the findings from eMarketer's latest report "Programmatic Connected TV and OTT Video Advertising: Automation, Audience Attracts Digital and TV Ad Buyers." eMarketer PRO subscribers can read the full report here. Non-subscribers can learn more here.