Live sport from Sky Media can be accessed via a private marketplace for the first time as part of a wider ramp-up in programmatic capabilities in a landmark development in collaboration with The Trade Desk.
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A fragmented marketplace, divergent trading models and tension around data and pricing are limiting long-term growth in programmatic TV. Collaboration is key here.
Half of viewers first go to linear TV when turning on their TV set, with another 8% going straight to BVOD, according to The New Life of the Living Room by RTL AdAlliance.