Broadcasters are slower to adopt programmatic CTV advertising than digital-first streaming companies, for a variety of reasons, ranging from legacy sales teams to established trading agreements. But it is not just up to the broadcasters to lean in, argues Steph Miller, Commercial Director EMEA at Publica, but also the advertising platforms to ease the transition and educate the market.
In this interview, Miller explores the role of ad tech in making it easy for advertisers to buy the way they want to, for publishers to make their inventory available, and to give brands the confidence to build their ad breaks. Filmed at New Video Frontiers 2023 in London.
