The Perils of Programmatic: A Lighthearted Look at CTV and FAST Channel Advertising.
Once upon a time, in the realm of Connected TV (CTV) and Free Ad-Supported Television (FAST) channels, there was much hope that programmatic advertising would be the knight in shining armor, rescuing content studios from the dragon of financial difficulties. Unfortunately, not all fairy tales have happy ends.
Programmatic is now referred to as Problematic in all sizes of media companies.
READ MORE: Platforms Can’t Stem The Tide Of Political Ads; Black Boxes Inspire A Crop Of Analytics Startups
The Story of FAST Channel Ad Fill Issues on Streaming TV Channels
Assume you’re watching your favorite culinary show, and just as they’re about to unveil the secret ingredient, the screen goes black. No advertisement, no secret ingredient, only the sour taste of disappointment. That’s the cliffhanger no one wanted, thanks of ad-fill troubles. Despite its algorithmic prowess, programmatic advertising cannot always keep up with the voracious desire for ads, leaving viewers and marketers hungry like a contestant on a fasting reality show.
The Middlemen Menagerie in FAST
In the pursuit of ad money, there are more hands in the cookie jar than cookies. These middlemen, or should we say “middle-entities,” grab such a large share of the pie that there’s little left for content providers. They’re like advertising’s toll trolls, demanding payment for every ad that runs over their bridge.
READ MORE: SSPs Are Dominating The CTV Market, And Buyers Are Paying The Price
Frustration with Programmatic Fragmentation: Ads that are problematic.
The data format for CTV and FAST channels is as fractured as a shattered mirror. Each network has its own data dialect, making it practically impossible for advertisers to grasp their target demographic. It’s like attempting to put together a puzzle with each piece coming from a different box: a frustrating task that frequently results in more confusion than clarity.
To summarize, while programmatic advertising has its advantages, relying only on it is akin to putting all of your eggs in one basket – only to discover that the basket is hollow. It’s a cautionary story for all content studios, warning them that the old ways of direct negotiations and diverse ad techniques may not always be the best solution.
They all lived. Diversely ever after. The end.
Radiant TV, offering to elevate your entertainment game! Movies, TV series, exclusive interviews, music, and more—download now on various devices, including iPhones, Androids, smart TVs, Apple TV, Fire Stick, and more.
