ADLINGO
Sign up
CTV · · 8 min read

Part 2: CTV deep dive

The next chapter in AdLingo's CTV deep dive series with focus on ecosystem platers, M&A, measurement FUBAR, and things to watch.

Part 2: CTV deep dive

Last week's newsletter was Part 1 of the CTV deep dive series. If you missed it, you can go back to the archives and check it out here.

Read Part One

In Part 2, we turn our attention to:

Ecosystem players

Did you sense a Lumascape diagram coming? Your spidey sense was correct.

Convergent TV LUMAscape

Grab yourself a PDF copy of the Convergent TV Lumascape here.

Yeah, that is a heck of a lot of logos. Like all things digital, when there's an opportunity in an untested-nonstandardized-media space, the tech startups pop up like weeds through concrete. CTV is no exception.

Let's simplify this a bit and focus on the core functions. Most of the mechanics of a CTV transaction are just like any other digital activation. The ad dollars flow from the advertiser, through an agency, into a DSP, over to the SSP/Exchange, and then into the publisher’s inventory.

Share Share Share Share Share Email

Read next

Google AdX: Video disruption looming?
Google · members

Google AdX: Video disruption looming?

In just a few days, Google's AdX will finally adopt the OpenRTB 2.6 standards. It could upend the biddable video marketplace. Or, the silence of the change could be deafening. Either outcome is worth your attention.

Resource: How ACR Works
Tech · members

Resource: How ACR Works

Automatic Content Recognition (ACR) is a powerful technology allowing near census level measurement of video consumption on smart TV's. Here's everything you need to know to understand how it works.