Commentary

Data-Driven Linear Spend On A Roll; Programmatic Buys Still Limited Within CTV

Data-driven linear television (DDL) is gaining momentum, while programmatic connected TV’s (CTV) growth is being restrained somewhat by perhaps-outdated perceptions, according a survey of television buyers by Xandr, AT&T’s advanced advertising unit.

More than half (58%) of U.S. television buyers said they’re planning to increase their investments in data-driven linear …

1 comment about "Data-Driven Linear Spend On A Roll; Programmatic Buys Still Limited Within CTV".
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  1. Ed Papazian from Media Dynamics Inc, October 4, 2021 at 9:42 a.m.

    Sounds to me like a sample that would favor the idea of DDL, not a repesentative sample of all "TV" buyers.  

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About the Author

Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.

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