This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
Streaming advertisers got an early Christmas gift this year when IAB Tech Lab released OpenRTB 2.6. The updated protocol for programmatic advertising included support for “pod bidding.”
Pod bidding allows advertisers to bid on specific ad slots within a multi-ad break, or pod — an option that has been available to traditional TV advertisers for, well, ever. OpenRTB 2.6 also added support for dynamic pods, which allow streaming services to recalculate the number of ads in a pod on the fly in order to accommodate more advertisers without extending the length of an ad break.
For a fuller breakdown of pod bidding, check out the video below.
More in Future of TV
Future of TV Briefing: CTV advertisers fail to reach 80% of households
This week’s Future of TV Briefing looks at a report from Innovid that seems to show CTV advertisers’ reach and frequency calibrations are out of whack.
Future of TV Briefing: The outlook for outcome-based measurement — and outcome-based buying
This week’s Future of TV Briefing looks at how TV network and streaming service owners like AMC Networks are placing bigger bets on outcome-based measurement heading into this year’s upfront and the potential for outcome-based buying.
Future of TV Briefing: Trump’s tariffs are making flexibility an upfront focal point yet again
This week’s Future of TV Briefing looks at how the mounting economic uncertainty has started to color considerations heading into this year’s TV and streaming upfront negotiations.