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.
In Part 2, we turn our attention to:
- Ecosystem players
- Mergers & acquisitions
- Measurement FUBAR
- Plus, what to keep an eye on
Ecosystem players
Did you sense a Lumascape diagram coming? Your spidey sense was correct.
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.
