The CTV Podcast
The CTV Product Landscape with James Wilhite, From Publica by IAS.
Mar 20, 2025
James Wilhite, VP Product at Publica by IAS, dives into the world of Connected TV advertising. He discusses the evolution of CTV ad serving and the merging of traditional and digital strategies. Wilhite sheds light on the importance of programmatic standards and how direct response ad budgets are shifting towards CTV. He explores the challenges of HDMI device advertising, insights from London CTV conferences, and the growing significance of OMSDK for viewer engagement. With generative AI and effective attribution models on the rise, the landscape of ad-supported streaming is rapidly changing.
56:53
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Quick takeaways
- The podcast highlights the significant evolution of CTV Ad Serving, particularly the transition from traditional broadcasting to more efficient streaming platforms.
- A critical aspect discussed is the introduction of OpenRTB 2.6, which enhances programmatic advertising by increasing efficiency and compatibility across existing systems.
Deep dives
The Evolution of Streaming and Ad Experience
The podcast highlights the significant advancements in streaming technology since the mid-2000s, emphasizing the shift from traditional broadcast to streaming platforms. The conversation reflects on the early experiences of users with ad breaks during streaming and the current complexity of discovering content across multiple channels and apps. There’s an urgent need for improved user experience in navigating these platforms, as the discoverability of quality content remains a challenge. The discussion notes the Olympic coverage by NBC as an example of effective streaming execution that allowed user choice, showcasing how far the industry can progress.
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