Connected TV in Latin America: How streaming is redefining media buying

“Programmatic buying with real-time bidding (biddable CTV) adds an extra layer of flexibility: it allows media deals to be activated programmatically, without committing inventory months in advance through upfronts. In a region where cultural moments—global sporting events, series premieres—can shift audiences suddenly, this agility has a direct impact on ROI.” — Michelle Feerman, Senior Sales Director, LATAM, OpenX

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