Despite concerns and implementation challenges, publishers massively report interest in programmatic OTT. Several factors are driving publisher interest, principally their desire to increase efficiency through automation. Additionally, programmatic OTT increases the available ad inventory publishers can bring to market, allows for the development of more relevant ad experiences delivered in an increasingly crucial medium, and helps publishers better understand buyers’ needs to optimize inventory for advertisers.
The top seven listed factors are the following :
- Increase efficiency through automation
- Increase the availability of video ad inventory
- Increase demand
- Create a better user experience
- Implement demand optimization
- Grow revenue
- Improve reporting/insights
