{"id":22026,"date":"2025-03-04T07:28:00","date_gmt":"2025-03-04T07:28:00","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22026"},"modified":"2025-03-04T07:28:01","modified_gmt":"2025-03-04T07:28:01","slug":"streamers-are-embracing-live-ads-and-buy-side-interoperability","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22026","title":{"rendered":"Streamers are embracing live ads and buy-side interoperability"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">What do we want? More live ad capabilities! When do we want it? Now!<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">Live ads and buy-side interoperability were top of mind for streamers at The Trade Desk\u2019s Fwd25 event in New York on Thursday. Execs from NBCU, Warner Bros. Discovery, Paramount, and Disney were among those who showed up to discuss their offerings for advertisers this year.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\"><strong>What a time to be (a)live:<\/strong> Last summer\u2019s Paris Olympics proved to be \u201cthe best testing ground on what we\u2019re going to do for the future\u201d for NBCU\u2019s live programmatic ad capabilities, Alison Levin, NBCU\u2019s president of advertising and partnerships, said onstage. Ahead of the Olympics, NBCU inked a partnership with The Trade Desk to make Peacock ad inventory available on the platform. It seemed to be a success: \u201c90% of the advertisers who programmatically activated with The Trade Desk with the Olympics [had] never activated for the Olympics before that,\u201d she said.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">Programmatic has also helped NBCU understand performance more quickly at a more granular level, she said, rather than waiting for advertisers\u2019 sales data to measure campaign success. For example, programmatic data revealed that about 95% of the consumers reached by two Olympics advertisers were \u201cunreachable on other AVOD and streaming platform,\u201d she said<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">WBD\u2019s US ad sales co-president Ryan Gould was high on the promise of live ad offerings in sports.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">\u201cThe promise of large-scale live sports events in connected-TV environments makes everyone here super excited to be able to send addressable messages to sports fans,\u201d he said. \u201cI don\u2019t think we\u2019re there yet as an industry, but I think that\u2019s definitely a way to drive more performance in streaming.\u201d<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9efdcdad-1 iwvSXp inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-59d9816-0 hEwJGY\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\"><strong>Working together:<\/strong> Another priority marketers cited at Fwd25 is the need for increased buy-side infrastructure support and overall interoperability with advertisers\u2019 ad tech. Disney Advertising\u2019s addressable sales SVP Jamie Power cited BridgeID, a solution it debuted in June, which aligns signals from advertisers with Disney\u2019s ad tech to match data.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">Over at WBD, CNN is kicking off a partnership with The Trade Desk\u2019s OpenPath tool, Gould said. OpenPath connects advertisers directly to publishers and Gould said the aim is to offer increased transparency for advertisers.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">\u201cFrom a B2B perspective, transparency means premium in advertising. It\u2019s amazing how much CTV has grown in the past five years,\u201d he said. \u201cI personally believe that CTV transactions are commoditized. For someone that works for a company that invests billions of dollars in content, five years ago I was scared to give the signals to buyers. In order to decommoditize our content in this ecosystem, we have to provide the buy side [with] insights.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">John Halley, president of Paramount Advertising, which is investing in commerce media and data partnerships around optimization, echoed similar sentiments.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eOGsFs\">\u201cFlexing into buy-side infrastructure is a way to immediately solve the challenges of fragmentation, particularly in a world that increasingly prioritizes transparency, flexibility, and cross-channel measurement,\u201d he told the audience. \u201cThere is no one-size-fits-all here.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/03\/03\/streamers-are-all-in-on-live-ads-and-buy-side-interoperability-at-the-trade-desk-s-fwd25-event?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What do we want? More live ad capabilities! When do we want it? Now! Live ads and buy-side interoperability were top of mind for streamers at The Trade Desk\u2019s Fwd25 event in New York on Thursday. Execs from NBCU, Warner Bros. Discovery, Paramount, and Disney were among those who showed up to discuss their offerings [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22027,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22026","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Streamers are embracing live ads and buy-side interoperability | Brandiary<\/title>\n<meta name=\"description\" content=\"What do we want? More live ad capabilities! 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