Digiday+ Member Article

Connected TV ad buying largely mirrors traditional TV’s direct buying model. For now. But as connected TV platforms and ad tech firms continue to lay the programmatic pipes for traditional and over-the-top TV, agency ad buyers are tasked with determining how to adjust to the growing overlap between TV and digital video.

Traditional TV ad buyers are purchasing TV networks’ connected TV inventory as an extension of their traditional TV buys, while digital ad buyers are picking it up as a new, more premium type of digital video inventory. That’s true within agencies as well as across the multiple agencies that advertisers employ.

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