AVOD and FAST providers are “leaning heavily” into unified auctions, says Sean Galligan, Chief Revenue Officer at Publica. The rate of adoption is much faster on CTV than happened on web, explains Galligan, as publishers seek to recreate the ad experience from linear TV.
Meanwhile concerns around privacy have opened up an array of contextual signals, enabling publishers to deliver targeted ads in a privacy-safe environment. “Ad buyers are looking for publishers to help them find the right moment when that audience is most receptive,” says the Publica CRO.
Galligan joined us in Cannes to talk about a new Golden Age of Television, the opportunities for advertisers to engage those CTV audiences, and how best to meet the expectations they carry over from linear TV.
