"For Netflix and Disney, that evolution has been especially rapid. Netflix, of course, started their own ad offering three years ago and only just launched their proprietary ad suite in April. According to Pangis, their focus is now on creating more "optionality for buyers," which includes new partnerships with major DSPs and more flexible ways of delivering targeting and measurement data."
"Similarly, Disney has seen huge growth in programmatic buying. Over the last few months, Power has oft repeated the surprising stat that 70% of Disney's biddable transactions were tied to an upfront commitment this year. She also told Programmatic IO's audience that the company's inventory is now connected to over 35 DSPs and recently unified its entire tech stack, so ESPN is now buyable on the Disney ad server as well."
"But for Nadeau, at least, acceleration in CTV programmatic has also brought with it a lot of fragmentation. That's a "very real concern" for brand clients of Digitas, in no small part because introducing more layers and more steps in between a buyer and seller also introduces more fees. "They're thinking about, 'How do I manage all of these dollars now going to not only all the networks, but also all the CTV providers?'""
Connected TV programmatic adoption has accelerated sharply, with major publishers rapidly expanding programmatic capabilities and buyer options. Netflix launched an ad offering three years ago and released a proprietary ad suite in April, prioritizing optionality for buyers through partnerships with major DSPs and more flexible targeting and measurement delivery. Disney experienced large programmatic growth, with 70% of biddable transactions tied to upfront commitments, inventory connected to over 35 DSPs, and a unified tech stack enabling ESPN to be bought on the Disney ad server. Digitas flags rising fragmentation and intermediary fees, requiring marketers to balance optionality with complexity and cost management.
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