“It’s no secret that we’ve seen declining CPMs for streaming inventory,” says Greg Bel, VP of Global Revenue & Partnerships at Publica by IAS. But streaming content is very expensive to produce, so it’s very important that CTV publishers are able to get a good return in terms of ad revenue, or else they won’t keep investing.
In this interview, Bel discusses how Publica is working with CTV publishers to help bridge this gap, as well as the growth of outcome measurement in TV, and the challenges around live sports streaming. Filmed in Cannes.
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