Why Open Programmatic and CTV May Never Mix | Industry Insights | All MKC Content | ANA

Why Open Programmatic and CTV May Never Mix

Programmatic ad buying took off in the 2010s because advertisers and publishers alike realized that audiences were splintering across the long tail of websites. As the monoculture dissolved, it became clear that it was impossible to reach a mass audience with direct buys and homepage takeovers across a dozen websites.