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MarTech Podcast ™ // Marketing + Technology = Business Growth
Why Programmatic Buying Dominates CTV
Dec 24, 2024
Angelina Marmorato, the Associate Vice President of North America at Lemma and a specialist in CTV media buying, offers insights into the rise of programmatic buying in connected TV advertising. She discusses how Lemma's privacy-first approach is reshaping supply curation and empowering brands with enhanced inventory control and audience targeting. Explore the interplay of AI in programmatic strategies and the importance of adaptability in today's fragmented media landscape. Angelina emphasizes the need for expertise in navigating this complex advertising realm.
19:18
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Quick takeaways
- Programmatic buying's dominance in CTV is driven by the necessity for agencies to adapt to a fragmented and evolving advertising landscape.
- Integrating ads with content through authenticity fosters better engagement, suggesting a shift from third-party ads to host-read advertisements.
Deep dives
The Fragmentation of Programmatic Media Buying
The current state of programmatic media buying, particularly in connected TV (CTV), is characterized by significant fragmentation and the need for consolidation. Industry experts highlight that the ecosystem is still in its infancy, suggesting that there is much to be figured out regarding standards and best practices. As a result, media buyers often face challenges navigating this landscape, making it essential for them to adapt their strategies. This fragmentation, while presenting hurdles, also offers opportunities as the industry evolves and matures over time.
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Discover
highlights
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