Agencies have been embracing supply-path optimization for display inventory, but the mechanics of culling through supply partners is different in the growing, but immature connected TV space.
There’s a near endless number of supply-side platforms that have access to a seemingly infinite amount of display inventory across countless websites. In CTV, there are only a handful of established, trusted SSPs.
Like traditional TV, there’s also a scarce amount of supply in CTV. Plus, many of the big media owners such as Google, Amazon, Comcast and AT&T, make their inventory exclusively available through their ad-tech stack of a select handful of resellers.
The space is also teeming
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