Automating ad buys can help TV advertisers streamline competitive separation and “deduplication” of ads in connected TV (CTV).
Advertisers must overcome outdated technologies and long-standing processes to converge linear TV experiences with the digital landscape. Since TV infrastructure and CTV are siloed across ad sales, agency buying teams and more, the seller side should build an infrastructure to support the buyers.
Arriving at a seamless purchasing and selling process will involve revamping CTV experiences to manage tailored ad pods, competitive separation rules, and deduplication. Advertisers must account for practices like point-of-purchase placement in linear TV by having contextual awareness of dayparts and genres that aren't offered in streaming services.
Developing technologies that adheres to legal and contractual agreements can help advertisers provide flawless viewing experiences across CTV. The convergence of linear and digital TV requires automating supply sides and developing infrastructure.
[2 minute read]
