Marketecture: Get Smart. Fast. Episode 107: Paige Bilins on what 2025 holds in store for CTV
Jan 24, 2025
Paige Bilins, SVP of product for Magnite, shares her insights on the exhilarating future of Connected TV (CTV) during her visit to CES. She dives into the evolution of live streaming and the emergence of pause ads, revealing how they could transform viewer engagement. The conversation also touches on sports streaming's critical role and the complexities of data ownership in CTV. Lastly, they discuss the intersection of tech, politics, and regulation, particularly the implications of TikTok's turbulence and its effect on the advertising landscape.
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Live Sports Drive CTV Streaming
- Live streaming in CTV is mainly driven by sports content and the expensive sports rights market.
- Live streaming is technically challenging due to simultaneous viewers and the need for smooth, error-free experiences.
New CTV Ad Formats Emerging
- New CTV ad formats like tiles and pause ads offer premium engagement and monetization opportunities.
- These formats open CTV to advertisers who lack traditional TV commercials.
OEMs Hold Key CTV Data Advantage
- OEMs are rapidly growing their role in CTV by leveraging unique first-party data.
- Protecting and activating this data is key to retaining ad revenue within the CTV sell side.