Tuesday, March 5, 2024

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    Future of TV Briefing: How TV and streaming advertising’s programmatic deal model is being updated

    This week’s Future of TV Briefing looks at how the streaming ad market’s programmatic guaranteed vs. private marketplace debate is reaching a compromise.

    • Programmatic preferred
    • Apple and Paramount look to sell a streaming bundle, Disney’s not selling ABC and more

    Programmatic preferred

    This much holds true: TV and streaming ad buyers would prefer their programmatic purchases to be conducted via private marketplaces, whereas sellers would pick programmatic guaranteed deals. Binary as those inclinations are, they not only continue to coexist in the marketplace but appear to be blending a bit into a kind of compromise between the PMP model’s bidding control for the buyer and the PG model’s revenue assurance for the buyer.

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