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Trade Desk, Magnite Offer Programmatic Interactive CTV

Dish Media Addressable
Interactive ads on CTV are being made available programmatically (Image credit: Dish Media)

Interactive ads on connected TV are being made available programmatically to clients of The Trade Desk and Magnite.

CTV has been growing as viewers shift to streaming from traditional TV. Advertisers are also finding new ways to take advantage of streaming technology to put capabilities available in digital advertising available on TV screens.

Also read: Magnite to Buy SpotX For $1.17 Billion

“Advertisers and networks have realized the evolution that is happening in CTV advertising – in scaling first party data as well as the next generation of TV ad formats and creative potential,” said Jon Tabak, GM, TV Partnerships, The Trade Desk. “What’s more, CTV has the capability to customize ad experiences, which is something our clients crave in order to execute more precise digital advertising campaigns.”

Also read: Trade Desk Sees Advertisers Shifting Dollars to CTV 

The new capability is made available via technology from Innovid.

Innovid’s software development kit (SDK) powers personalized and interactive experiences in CTV through direct integrations across over 50 publisher apps. 

“The ability to leverage first and third-party data across CTV is critical, however, it’s only one piece of the puzzle," said Todd Randak, senior VP of strategy and partnerships at Magnite. “We are working directly with Innovid to take CTV to the next level, enabling publishers to provide enriching ad experiences to complement their premium inventory.”

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.