Live events pose significant challenges for programmatic technologies. They bring large numbers of concurrent viewers who all watch ad breaks at the same time – ad breaks which could start at any moment. In this context, it’s easy for programmatic pipelines to be overwhelmed by the sheer volume of concurrent bid requests generated by live events.
In this interview, John Tigg, SVP, Buyer Development, Europe at Index Exchange, describes how programmatic technologies can tackle these challenges. He also explains how curation applies to CTV inventory, and the role of SSPs in maintaining supply quality. Filmed at TV Rise 2024 in San Sebastian.
