programmatic CTV

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.

CTV contributed $52.5 million to Magnite’s Q3 earnings, actually declining 6% from $56 million at the same time last year. CTV comprised 39% of overall revenue this quarter, compared to 41% for mobile ads and 20% for desktop ads.

Disney is celebrating the first birthday of ad-supported Disney+ with a new slate of targeting and measurement options for advertisers.

Magnite’s still enamored of CTV. CTV’s contribution to Magnite’s revenue was up 8% YOY, from $52 million to $56 million.