WTF is pod bidding?

The lead image is an illustration of a robot watching TV.

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: A Q&A with Colin and Samir’s Samir Chaudry on the state of the creator economy

This week’s Future of TV Briefing features a Q&A with Samir Chaudry from creator duo Colin & Samir discussing the state of the creator economy.

Future of TV Briefing: Why CTV ad sellers are adopting universal IDs like Unified ID 2.0

This week’s Future of TV Briefing looks at how streaming ad sellers are seeing the adoption of universal IDs boost their CTV ad revenues.

Future of TV Briefing: Why a creative ID system could save the streaming ad market ‘millions of dollars’

This week’s Future of TV Briefing looks at why IAB Tech Lab’s upcoming Creative ID framework could be among the bigger developments in the streaming ad market this year.