Why programmatic buying dominates CTV
Angelina Marmorato
Lemma
- Part 1The rise of linear streaming & what it means
- Part 2 Why programmatic buying dominates CTV
Show Notes
-
00:00Lifecycle of media buying for streaming TVDiscussion on the early stages of media buying for streaming TV, mentioning the need for consolidation and standards in the industry.
-
04:45Evolution of television advertisingExploration of the historical evolution of television advertising from sponsored content to spot advertising, and how consumer expectations have shaped advertising formats.
-
09:20Authenticity of host read ads in podcastsComparison between host-read ads and programmatic ads in podcasts, highlighting the value of authenticity and relationship-building with listeners.
-
13:50Programmatic media buying in CTVDebate on whether programmatic media is the best way to buy media across various channels, focusing on its effectiveness in CTV, display, and open web.
-
18:30Setting up tracking infrastructureExplanation of the importance of tracking infrastructure in campaigns, including the use of pixels and targeting specific households for more effective advertising strategies.
Quotes
-
"A funny thing about television advertising in general is actually when it first started, [...] it was sponsored. [...] And it wasn't until about 10 years later that they came up with this concept of spot advertising, which is where you go and fill spots instead of it being more of a host red kind of sponsored experience. " - Angelina Marmorato
-
"As a company that works on a supply side directly with publishers, there's a genuine frustration from the buy side that it's hard to even get what genre is the show that you're serving around." - Angelina Marmorato
-
"There's so much that you can learn from running a programmatic campaign that there's really no excuse not to test and learn." - Angelina Marmorato
-
“The benefit of working with an SSP like us is we can help you get the level of metadata that you need and kind of help you get your reporting in a place where it's more meaningful.” - Angelina Marmorato
- Part 1The rise of linear streaming & what it means
- Part 2 Why programmatic buying dominates CTV
Up Next:
-
Part 1The rise of linear streaming & what it means
Associate Vice President of North America at Lemma, Angelina Marmorato, from Lemma, a leading omnichannel Supply-Side Platform (SSP), delves into the rise of linear streaming and its implications. She discusses how Lemma's privacy-first approach and dynamic creative solutions cater to diverse audiences through CTV and OTT channels, ensuring relevant content placement. With a focus on streamlining supply deals and maximizing relevancy without relying on user-based data, Lemma empowers publishers with unprecedented control over their inventory lifecycle.
Play Podcast -
Part 2Why programmatic buying dominates CTV
Associate Vice President of North America at Lemma, Angelina Marmorato, delves into the dominance of programmatic buying in CTV. Discover how Lemma, a leading omnichannel SSP, revolutionizes supply curation for emerging formats with a privacy-first approach and dynamic creative. Explore how Lemma empowers agencies and brands with unprecedented control over inventory lifecycle and audience targeting, ensuring relevance and precision in advertising.
