Teads Exec Explains Why CTV Home Screen Inventory Is Complex to Buy
· 2d ago · Originally reported by VideoWeek
As broadcasters, streaming apps and connected TV device makers roll out new home screen ad inventory, buying it remains fragmented. Teads' Emily Brewer says publishers each have their own formats, features and creative specifications, complicating programmatic access to this emerging supply.
Why it matters
Home screens are becoming a major CTV ad surface, but inconsistent specs mean advertisers can't easily buy this inventory at scale, slowing adoption.
Explain it like I’m new here
Imagine TV ad slots shaped like different puzzle pieces that don't fit together — advertisers struggle to buy them all in one go.
Read the original at VideoWeek
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
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