Advanced TV Is the New Frontier for DSPs

By Angie Johnston  |  May 16, 2019

eMarketer | Ross Benes | May 14, 2019

We predict that US advertisers will spend $70.83 billion on TV this year. While the vast majority of TV advertising is still bought and sold through traditional methods, change is happening, and vendors don’t want to miss out.

“Advanced TV inventory is a confusing, convoluted landscape and marketers are looking for partners that can help navigate the space,” said Sarah Scherer, product marketing manager at programmatic agency Goodway Group. “If a demand-side platform [DSP] doesn’t have a solution, they will likely lose.”

We estimate a 58.4% increase in US programmatic TV ad spend this year to $2.77 billion. And addressable TV ad spending in the US will increase 23.3% in 2019 to $2.54 billion, as TV ads become more targeted.

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