measuring tape

The Benefits of Buying CTV Programmatically

Magnite Team

January 25, 2021 | 1 min read

In this Magnite Minute, Maikel O’Hanlon, SVP of Performance Media and Innovation at Horizon Media, talks about the various benefits of accessing CTV inventory programmatically.

First and foremost, the opportunity to apply digital measurement to TV presents a significant improvement in how advertisers can tailor their media spend. Another exciting opportunity is frequency management based on data and audience insights. Longer term, video will be seen more as a performance vehicle rather than just an upper funnel marketing tactic.

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