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CTV and OTT on track to a bright future despite unique challenges

CTV and OTT on track to a bright future despite unique challenges

In about a year, more than 56 million US households will be cord cutters or cord nevers, making CTV and OTT a must-have medium for advertisers to tell their stories at scale. Coupling this with programmatic’s ease of transacting and flexibility, CTV and OTT programmatic ad spend is on track to almost double in two years to more than $6B in 2021.

Given its rapid growth, CTV and OTT have brought to light unique challenges for both buyers and sellers that have yet to be solved. Premium video is already fraught with technical complexity and sellers are exploring innovations that optimize their CTV and OTT business while still meeting requirements of buyers and viewers. So, the question remains: How can we ensure a bright future for premium video?

Most forward-thinking ad platforms agree that open, transparent and interoperable solutions provide the best long-term offense for all parties in the ecosystem. These types of solutions will bring the ecosystem together, fostering innovation and ultimately driving more spend instead of encouraging further fragmentation of premium video, removing choices in technologies and driving away advertisers.

For example, at Xandr and Magnite, we have committed to investing in CTV and OTT solutions built on top of Prebid's open-source technology, rather than creating self-serving proprietary systems. To back this up, we are both gearing up to make big contributions to Prebid’s new CTV-OTT task force and have agreed to mutually integrate in each other’s Prebid solutions.