Embracing the Intersection of Premium CTV and Programmatic: FreeWheels Loria Beet.TV [Video]

Programmatic advertising has been steadily migrating from its web display origins to the new connected TV (CTV) screen.

In this video interview with Beet.TV, Katy Loria, Chief Revenue Officer, FreeWheel, says she has noticed an uptick in enthusiasm.

But, still, there is work to be done to take programmatic to the heights Loria believes it can reach.

“What’s working in premium CTV programmatic is a shift in the perspective of publishers where they’ve really grown their confidence in the space,” Loria tells Beet.TV editorial director Lisa Granatstein.

Despite publishers “fervently embracing the value proposition of programmatic”, the marketplace has yet to fully embrace programmatic, with Loria highlighting that “of all the CTV impressions, only 35% are transacted programmatically.”

This shows there is significant room for growth. However, Loria is quick to note that “the good news is that notion that programmatic is low ball, CPM or a race to the …