CTV Replay: Programmatic, Measurement, and M&A Trends 2021

In 2024, the world of connected TV saw major growth with global ad spending expected to surpass $30 billion, a significant increase from the previous year. As more advertisers flocked to streaming platforms, competition for ad dollars heated up. Streamers worked hard to enhance their programmatic and measurement tools to attract more advertisers.

Programmatic middlemen also made moves to grab a larger share of the CTV advertising pie. Many significant mergers and acquisitions in 2024 were centered around CTV, highlighting the industry’s shift towards programmatic advertising.

The year was marked by a flurry of mergers and acquisitions in the ad tech space. Companies like Cadent, Seedtag, Outbrain, Connatix, and many others made strategic acquisitions to cater to the growing demand from performance advertisers looking to invest more in streaming. Walmart also finalized its acquisition of Vizio, emphasizing the importance of data and measurement in the streaming landscape.

The major streaming apps vied for more advertisers and subscribers throughout the year. Netflix, after launching its ad-supported membership plan, saw a substantial increase in monthly active users. As ad revenue boosted profit margins, Netflix expected further growth in ad revenue in 2025. Disney also made strides by introducing ads on Disney+ and turning a profit in its streaming portfolio.

Legacy broadcasters faced challenges with declining linear TV advertising, leading to restructuring and shedding of linear properties to focus on streaming. Comcast and Warner Bros. Discovery announced strategic moves to separate linear and streaming operations, signaling a shift towards a more streaming-centric approach.

Advertisers increasingly demanded programmatic targeting and reliable measurement tools, prompting streamers to enhance their capabilities. Netflix broadened its inventory through partnerships with leading ad tech platforms and announced plans for an in-house ad tech platform. Other streamers like Disney and Paramount also forged unique partnerships to enhance their programmatic and data offerings.

Overall, 2024 was a transformative year for CTV, solidifying its position as a programmatic-driven, digitally-focused advertising channel. Streamers and advertisers alike navigated the evolving landscape, emphasizing the importance of programmatic targeting and measurement in the streaming ecosystem.