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: TV ad industry’s measurement mess gets closer to cleanup phase
This week’s Future of TV Briefing looks at what an industry group’s conditional certification of three measurement currency contenders signals about the TV ad business’s measurement overhaul.
Future of TV Briefing: The 2023 glossary
This week’s Future of TV Briefing offers an updated list of the key terms that can cause confusion when talking about the TV, streaming and digital video industry.
Future of TV Briefing: The Disney-Charter deal signals looming equilibrium between traditional TV and streaming
This week’s Future of TV Briefing looks at what the Disney-Charter pay-TV distribution deal seems to indicate about the increasingly more-complementary-than-contentious relationship between traditional TV and streaming.