The Connected TV Advertising Value Chain
Former Head of Sales at Magnite and Director of SlingTV
inpractise.com/articles/the-connected-tv-advertising-value-chain
The Connected TV Advertising Value Chain(October 20, 2021)
Adam Lowy
Former Head of Sales at Magnite and Director of SlingTV
Adam has over 24 years experience in the advertising industry across all parts of the value chain. He is Former Head of Sales at Magnite, a leading standalone SSP, where he was Chief Commercial Officer at Telaria before the merger, responsible for scaling the CTV ad business. Prior to Magnite, Adam created and launched SlingTV which he scaled from $0 to $90m in ad sales per year from 2012-18. He has experience as a publisher working with SSP’s and DSP’s and as a SSP within the value chain. Adam started his career with 11 years at ABC and 2 years at CBS in the early 2000’s.
In Practise Notes
- Measurement is the biggest challenge for linear TV dollars moving to CTV
- How buyers are now buying upfront for CTV ads
- Programmatic CTV buying format mix; guaranteed buys, private marketplace, open auctions
- Differences between linear TV and CTV ad buying formats, pricing and measurement
- Outlook on CTV CPM's
- Why SSP's and DSP's may become more integrated
- The risk to adtech middlemen if publishers build own adtech stack
- How publishers choose a SSP
- Challenges for standalone SSP's like Magnite and Pubmatic
- TTD Positioning and risks
Interview Transcript
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