AdExchanger added: "Connected TV (CTV), which hasn’t been hit as hard as other media during the pandemic, looks to be the big winner in recovery as well."
OTT/CTV 'resilient' during the pandemic
"CTV’sresilience during the pandemicis carrying over into the recovery," wrote AdExchanger. The article cites Pixalate's research, which notes that programmatic OTT/CTV ad transactions were up 40% from April through mid-May after a 14% drop in March.
Jalal Nasir, CEO of Pixalate, said: “OTT and CTV may witness two years' worth of growth in the next two quarters."
Cautious optimism for programmatic advertising
Joey Leichman, VP of buyer development at OpenX, is quoted by AdExchanger as saying, “We’re cautiously optimistic that this uptick is the start of a positive trend. But there is still a lot of uncertainty brands must navigate.”
Disclaimer: The content of this blog reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”