Understanding the Shift Towards Programmatic Advertising in Connected TV

January 4, 2024 — The realm of connected TV (CTV) is undergoing a pivotal transformation, with programmatic advertising gaining unprecedented momentum, a trend extensively covered in a recent AdExchanger article featuring insights from DAS42. 

Tom Stentiford, Chief Delivery Officer at DAS42, a prominent data consultancy firm, delves into the evolving intricacies and opportunities within the CTV advertising space. Stentiford highlights the dual aspects of this shift: the rising potential of programmatic advertising for targeting and scalability and the challenges of transparency and complex supply paths. His commentary underscores a significant trend towards disintermediation in 2024, aimed at simplifying and clarifying the programmatic CTV landscape.

The shift towards programmatic CTV, as discussed in the AdExchanger article, is driven by the demand for cost-effective advertising solutions and the availability of precise targeting and measurement tools. This evolution saw programmatic CTV gaining prominence in the 2023 upfront season, with advertisers increasingly preferring private marketplace (PMP) deals over traditional programmatic guaranteed deals. The preference for PMPs stems from their flexibility, competitive pricing, and the ability to target specific audiences across various publishers. Despite its growing appeal, programmatic CTV is still grappling with transparency issues, particularly in supply paths, highlighting the need for more straightforward and transparent ad placements.

The open exchange market for CTV, previously approached with caution, is now attracting attention from a broader range of marketers, including political advertisers, due to its cost efficiency and expanded reach potential. This growing interest is a testament to the sector’s maturation and the increasing confidence of advertisers in the platform’s capabilities. To address transparency concerns, industry players like DAS42 are advocating for stringent inclusion policies and enhanced verification processes to ensure brand safety and improve viewability tracking.

To gain a comprehensive understanding of these developments and insights from other industry experts, readers are encouraged to explore the full article from AdExchanger. This in-depth feature includes perspectives from DAS42’s Tom Stentiford and offers valuable commentary from a range of industry leaders, providing a holistic view of the current state and future potential of programmatic CTV advertising.

About DAS42

DAS42 is a premier data and analytics consultancy with a modern point of view. We specialize in solving some of the most complex business challenges for the world’s most successful companies. As a Snowflake Elite Partner, DAS42 crafts customized strategies that create a single source of truth and enable enhanced and faster decision-making. DAS42 has a presence across the U.S. with primary offices in New York City and Denver. Connect with us at das42.com and stay updated on LinkedIn. Join us today on our journey to help you realize the possibilities of transforming your business through data and analytics.

Media Contact

Brett Moss
EVP of Sales and Marketing
b.moss@das42.com