August 11, 2021

Future of TV Briefing: How programmatic is playing a role for advertisers dealing with a tight CTV ad market

Enter the programmatic part of the CTV ad market. “The good news for advertisers is, in the programmatic lens, you’ve got a substantial amount of supply,” said Ashwin Navin, co-founder and CEO of TV analytics firm Samba TV. In Q2 2021, the number of programmatic impressions in the U.S. market on Amazon’s and Roku’s CTV platforms increased by 49% and 27%, respectively, compared to Q1 2021; and by 204% and 118%, respectively, compared to Q4 2020, according to a study conducted by Samba TV.

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