Open Market Solving CTV Economics with Transmit CPO Scott Young
Dec 10, 2025
Scott Young, Co-founder and CPO of Transmit, dives into the evolving world of streaming and advertising. He explores how live sports stand out in CTV and elaborates on the recent YouTube TV-Disney controversy. The conversation highlights the role of AI in enhancing viewer experiences by detecting high-attention moments. Scott also discusses strategies for publishers to monetize effectively and the importance of adaptive creative in advertising. His insights into the future of streaming and the blending of traditional and digital platforms are both engaging and thought-provoking.
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Monetize Moments Inside Live Streams
- Transmit creates incremental, personalized ad inventory inside live streams like squeeze-backs and picture-in-picture to monetize moments audiences care about.
- Their marketplace serves over 2 billion monthly impressions, turning attention into higher per-impression yield for publishers.
Exploit High-Attention Live Moments
- Use moment-based, contextual ad formats (L-bar, picture-in-picture) to celebrate live events and enable real-time purchases.
- Make those placements addressable and personalized so advertisers can capture higher value during high-engagement moments.
Streaming Broke Old Cable Economics
- Rights negotiations between distributors and rights holders are a decades-long tug-of-war driven by subscription revenue leverage.
- Streaming has eroded legacy economics, forcing advertising to move front-and-center to close revenue gaps.