Programmatic Players Lunge Toward Connected TV in 2022

Pain points worsened last year after early growth. Can technology solve the problems?

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Almost every programmatic player has cast a line in the CTV ocean, hoping to reel in a piece of the $65 billion in linear media spend that many view as up for grabs in the new streaming reality. Their hooks carry the same bait that provoked earlier waves of programmatic adoption: identity, automation, perfect measurement.  

Those efforts have begun to pay off. The Trade Desk’s CTV revenue grew 100% in the third quarter of 2021. Magnite reported CTV revenue growth of 50% during the same period.



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This story first appeared in the Jan. 3, 2022, issue of Adweek magazine. Click here to subscribe.