There are a few reasons why budgets haven’t transitioned across from YouTube to the wider CTV space as fast as some might have expected says Tim Willcox, Regional Vice President, UK at PubMatic. YouTube’s vast scale and diverse audiences make it a very compelling buy for advertisers, and a tough proposition for other CTV apps to compete with.
But curation could speed up that transition, according to Willcox, aggregating multiple CTV partners into curated marketplaces. In this interview, Willcox, also discusses why advertisers are directly working with ad tech companies more than ever. Filmed at New Video Frontiers 2025 in London.
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