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The deals -- which offer programmatic's speed and targeting, while allowing for a fixed-price agreement in return for guaranteed access to the desired inventory -- have become a popular solution for buyers needing flexibility without losing inventory guarantees, reports @SpotX #AdvancedTVInsider
The Samsung DSP will give programmatic buyers access to exclusive CTV inventory and offer targeted audiences and data from across 45 million households. Advertisers can manage campaign reach and frequency of linear TV, connected TV (CTV) and mobile and desktop.
Competition for programmatic bidders declined beginning in mid-February, but began to increase in early April. On April 16, there were 663,260 COVID-19 cases in the United States and 13.30% bidders per auction for programmatic buying. The uptick occurred as COVID-19 cases began to flatten, according to Goodway Group data. Programmatic win rates -- the impressions bid divided by the impressions won as a percentage -- saw a steady increase as COVID-19 cases rose and the overall market competition fell, according to recent data. Now data suggests the market may have found its “temporary bottom.” COVID-19 continues to have a significant impact on core dynamics of the programmatic marketplace, as consumer behavior shifts and brands adjust their media strategies in response to the pandemic. The win-rate trend that Goodway Group tracks shows initial signs of leveling off in the past week as the curve of new COVID-19 cases flattens. When pandemic cases reached 394,156 on April 7, win rates peaked at 76.80%. Since then, the win rate has fallen to 54.79%, according to Goodway Group, which closely is tracking trends.
