Why CTV Publishers Are Embracing Programmatic
In this Magnite Minute, Adam Lowy, Head of North America Demand Sales and Strategy at Magnite, talks about the dramatic shift towards selling CTV programmatically and the efficiency that publishers gain by doing so.
Years ago programmatic, and any inventory sold this way, was seen as the bottom of the barrel. Now we’re seeing the script being flipped as we see more premium, top tier CTV publishers with robust sales teams put a greater emphasis on utilizing programmatic to grow their businesses.