Biddable CTV is the New Scatter

“Purchasing premium content from premium broadcasters all through an open or biddable market isn’t realistic and the upfronts will never go away, but make no mistake: biddable CTV is the new scatter. As live events, sports specifically, continue to grow, programmatic and adtech will follow familiar historical patterns and the amount of inventory available outside the upfronts will grow at a faster rate than the upfronts themselves.” — Nick Cuniffe, Vice President of Product, CTV at OpenX

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