From Roku and Hulu to Peacock and Paramount Plus, it seems like there’s always a new streaming platform out there haranguing us to watch their content. All of that content means a surplus of inventory and eyeballs for advertisers. OTT and CTV inventory, like the ads you might see while watching a show on Hulu, gives digital advertisers access to premium video inventory that’s close to the traditional TV experience while maintaining the targeting and measurement strengths of digital.
While OTT/CTV inventory can be accessed programmatically, you could also access this inventory via a direct deal with a vendor. Unlike a programmatic campaign where you would likely be accessing multiple OTT/CTV vendors or publishers through a single buy, direct deals are usually through single publishers and have a minimum spend threshold.