{"id":3738,"date":"2024-10-18T10:55:15","date_gmt":"2024-10-18T14:55:15","guid":{"rendered":"https:\/\/corp-www.prod.gcp.openx.org\/?post_type=news&p=3738"},"modified":"2024-10-18T10:55:20","modified_gmt":"2024-10-18T14:55:20","slug":"biddable-ctv-is-the-new-scatter","status":"publish","type":"news","link":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/news\/biddable-ctv-is-the-new-scatter\/","title":{"rendered":"Biddable CTV is the New Scatter"},"content":{"rendered":"\n

“Purchasing premium content from premium broadcasters all through an open or biddable market isn\u2019t realistic and the upfronts will never go away, but make no mistake: biddable CTV is the new scatter. As live events, sports specifically, continue to grow, programmatic and adtech will follow familiar historical patterns and the amount of inventory available outside the upfronts will grow at a faster rate than the upfronts themselves.” \u2014 Nick Cuniffe, Vice President of Product, CTV at OpenX<\/p>\n\n\n\n

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