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.
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Efficiency of OpenRTB 2.6 Podded Requests
- OpenRTB 2.6 introduced podded requests enabling the sending of entire ad breaks in one bid request.
- This change makes CTV programmatic transactions much more efficient and sustainable.
OMSDK Transparency Breakthrough
- OMSDK centralizes measurement for CTV by enabling one SDK to serve multiple measurement vendors.
- It increases transparency in the previously opaque CTV ad ecosystem and better tracks user engagement.
Challenges in CTV Content Discovery
- Current CTV content is not truly discoverable; users struggle with navigating vast streaming menus.
- Platforms like NBC Olympics showed the potential of user-curated, choice-driven streaming experiences.