In this new CTV explainer, I take a closer look at SPO. As streaming audiences continue to lean into AVOD and FAST services, the volume of addressable CTV inventory will continue to grow. This growth takes place at a time when SSPs are looking to build buy side capabilities, and DSPs sell side offerings. This means those on the buy side will be able to buy CTV through a number of programmatic routes offered by DSPs, SSPs and Ad Servers, making it much easier for ad buyers to get their ads onto the biggest screen in the household, but first, they need to understand their buying paths. #CTV #Streaming #AVOD #FAST #Programmatic #AdTech
Another great explainer, Paul Gubbins. One thing I'd add is that the level of first-party data passed in the bidstream is often not all that an app/publisher/broadcaster has available. Knowing what data is available by publisher is critical for making the most accurate media plans. This is particularly true in CTV, where understanding the right activation routes can unlock a wealth of valuable data.
Paul Gubbins very good explanation. Nice coverage for both sides. SPO has been going on for years. Not a surprise here. More companies are doing horizontal integrations. We used to have a saying when I was at SSP/Exchanges. It was "get closer to the dollar". That is all that is happening here. It will continue to make sure control and margin are maintained by companies who transact in the supply chain. #SPO #MediaActivation #FirstPartyData #SupplyChain
Loved every second of this, Paul Gubbins. SPO is so incredibly necessary, especially within the CTV ecosystem. It's understandable why display was/is riddled with Resellers since their are millions of publishers, but in CTV, with only a handful of premium publishers, SPO is a mandatory requirement for our publishers. At CTVBuyer, we offer a "Ad Operations as a Service" and bring contracts to our publishers to own directly. If we continue to build our publishers this way, we believe strongly that this will future proof their businesses. Keep spreading the good word!
Great explanation!
Another great explainer Paul Gubbins It feels as if CTV is where mobile was in the early 2010s, but is perhaps learning from those times and what’s come before to adapt far more quickly. Fair to say?
I'm also starting to see some activity with brand placement technologies using a 'green-screen' approach to injecting a label into live shows. In this context, for example, we'd see a 'soda can' receive a label just-in-time during presentation.
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Once great summary on SPO wrt to CTV Paul Gubbins. Netflix building its own Adtech stack, with SPO as one of there foundation pillars as per recent announcement. Please correct me, if I am wrong.
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1moGood explainer Paul Gubbins. 95+% of linear TV buys are direct b/w buyers and sellers, and they execute these with very low overall fees. I think it's a misnomer that all CTV must be executed via full programmatic pipes, and the buyers won't stand for 5-10x the fees. 'SPO' is that playing out. Our partnership with Magnite was based on the Holdcos and large indies still contracting the majority of CTV via IO rather than programmatic pipes, and wanted more automation but some of the value of programmatic. I've said that if Linear and programmatic had a baby, it would be CTV and that CTV would reflect attributes of the parents rather than simply being jammed into programmatic pipes. Each company that you mentioned had specific angles and value..and there's still a lot of marketing sizzle happening. Thanks as always for the conversations you facilitate. RM