European broadcasters have been justifiably cautious in their transition to programmatic sales, argues Hitesh Bhatt, Senior Director, CTV/OTT & Video, EMEA at PubMatic. But as buyers increasingly demand programmatic trading, and other companies in the CTV space are embracing it, “the period of moving more slowly is over.”
In this interview, Bhatt breaks down the benefits of programmatic for buyers in CTV, the reasons the transition has been swifter in the US, and the limitations of those comparisons. Filmed at TV Rise 2024 in San Sebastian.
