Programmatic advertising solutions provider, Pubmatic has published a new white paper that explores e the evolving programmatic OTT landscape and explain the essentials of OTT header bidding in six areas.
Consumer video viewing habits are becoming increasingly fragmented. Alongside an influx of new streaming options, time spent with digital video on desktop, mobile and connected devices is growing. The number of cord-cutters and cord-nevers is rising, while linear TV viewership is declining. The Covid-19 pandemic has further accelerated this shift. As a result, marketers need to rethink how to reach their target audiences and diversify their buying tactics, while video publishers and content creators need to find solutions to optimize for yield while retaining the user experience of TV.
The growing OTT opportunity
The OTT advertising ecosystem
Publishers and OTT content creators have been hesitant to fully embrace the programmatic opportunity because of the following concerns
Buyers also face challenges that have prevented them from allocating more TV and digital video ad budgets to programmatic OTT transactions.
The coronavirus impact on OTT
How OTT header bidding works
Benefits of OTT header bidding for