programmatic CTV

For all intents and purposes, 2024 is already over. Which means now is a fine time to see how far CTV advertising has come by looking back at some of this year’s most-read stories on AdExchanger.

A significant amount of the ad inventory distributed to CTV audiences is actually sold via linear. This is especially prevalent with FAST networks, which currently account for 20%-25% of ad-supported streaming.

Although the full revenue impact of Magnite’s exclusive SSP partnership with Netflix hasn’t hit yet, simply announcing the deal “created significant momentum for our business,” Magnite President and CEO Michael Barrett told investors.

It’s never been more complicated to buy TV ads than it is today. As a result, TV advertisers are rethinking how they want to use programmatic platforms.

Equativ (formerly known as Smart AdServer) announced its acquisition of Sharethrough, an SSP with a specialty in native advertising.

PubMatic has its supply-path optimization initiative, its strategy to introduce direct deals for CTV and online video, to thank for its quarterly revenue growth.

AdExchanger will lift the hood on the hottest topics in CTV live onstage at the inaugural CTV Connect event in New York City on March 13 and March 14.

Total ad spend from deals transacted through Magnite’s platform topped $5 billion for the full year, representing nearly 20% YOY growth, while full-year CTV ad spend was also up 20%.

Since advertisers now treat connected TV more like a digital performance channel, expect programmatic CTV demand to keep ramping up – including in the open exchange.

23andMe’s holiday campaign is its first real foray into CTV, which the company plans to make a key channel in its post-cookie marketing mix.