Recent industry research reports from Forrester and Jounce Media have detailed the evolving dynamics of the programmatic CTV advertising landscape, highlighting the top complexities, opportunities, and sell-side players.
As adoption of connected TV (CTV) and streaming rises, it’s become increasingly complex for media buyers and sellers to manage and monetize their premium ad inventory. To simplify and streamline their ad operations, advertisers and publishers alike continue to seek more efficiency, utility, and transparency in what’s become a dynamic and evolving programmatic market.
Understanding the significance of these critical topics, Forrester (a leading global market research company) and Jounce Media (an industry leader in programmatic supply chain management) recently released key research and analyst reports on the sell-side advertising landscape and programmatic CTV ecosystem (respectively). These reports are designed to help the industry better understand, plan for, and navigate the latest complexities and advancements within the CTV advertising landscape.
More information on Forrester’s in-depth analysis of the sell-side platform (SSP) landscape and Jounce’s key insights into the auction dynamics of the programmatic CTV advertising ecosystem can be found below.
Forrester’s The Sell-Side Platforms Landscape, Q2 2024 Report
In Forrester's recent report: The Sell-Side Platforms Landscape, Q2 2024, Forrester provides an overview of the market for Sell-Side Ad Platforms (SSPs) to help digital publishers understand the value they can expect from an SSP, and how vendors differ. Learn more about the report, which includes Beachfront and other vendors, here:
Jounce Media’s May & June Programmatic CTV Reports
As the summer kicked into gear earlier this year, Jounce Media took an in-depth look at the programmatic CTV ecosystem through two of their monthly reports. In May, Jounce released their CTV Auction Duplication report, detailing the industry’s shift towards curated auction packages and the implications to stakeholders within the industry. The report, among other things, highlighted Beachfront as a leading SSP in CTV with considerable access to premium supply.
Extending their findings from this May report, Jounce’s June edition then provided more in-depth guidance on best practices for curating CTV auction packages, to help media buyers avoid the costs of any re-sold inventory. By excluding resold inventory, media buyers are able to reduce excess fees, decrease the industry’s bidstream congestion and carbon emissions, and significantly improve campaign efficiency.
Copies of each report are available to Jounce subscribers here:
As the sell-side ad platform built for CTV and streaming, Beachfront (now part of Seedtag) helps leading CTV media sellers monetize inventory across all TV and video screens, while enabling media buyers to curate and execute fully-transparent, brand-safe advertising campaigns.
If you are interested in learning more about how Beachfront is helping publishers and advertisers navigate the dynamic CTV ecosystem, please reach out to us here:
