Episode 99: CTV Ad Buying Issues With SSPs; NFL Dominates All TV Sports Viewership; StackPath Shuts Down Company
Description
This week, we discuss ad tech and how some SSPs are packaging CTV inventory into curated, omnichannel deals, resulting in CTV inventory being attached to less desirable content. While SSP auctions allow buyers to tailor bids to media quality, buyers could bid highly on packages with only some premium inventory. We also detail the report that Disney has been striking deals that call for significant rollbacks in CPM rates, discounting them by as much as 10-15%. With Amazon Prime Video’s recent decision to make its basic streaming service ad-supported and Netflix offering ads, there is a significant increase in digital ad inventory available, driving down pricing.
We also show that nothing comes close to the TV viewership of NFL games compared to sports viewership numbers from the NHL, MLB, WNBA, NBA, Formula 1, U.S. Open, Indy 500, UFL and Premier League. We break out the average TV viewership numbers for NFL games across all broadcast channels for the 2022-2023 season and what will change this year when both NFL Christmas games will be on Netflix, resulting in what we expect to be the largest live-streaming event ever in the US.
Finally, we talk about the history of StackPath and its announcement it has shut down the company and will liquidate its assets.
Podcast produced by Security Halt Media
United States
