ROKU - Programmatic ads on connected TVs seen growing to $8.7B this year

Programmatic advertising on connected TVs is set to continue soaring growth, as eMarketer expects it hit $6.73B in 2020, and is headed for $8.7B in 2021. That would be a 54% increase for last year over 2019, and a 29% gain expected for the coming year. That rapid growth isn't coming without hurdles, MediaPost notes. Standards still need to evolve on measuring viewability, and thus how to measure conversion, through clicks and other interactions with the ads. There's a lack of addressability on cookie-free CTV vs. other programmatic channels as well. Meanwhile, there's still a lack of near-real-time decision making on buying the CTV advertising (a significant volume comes through upfront deals), and there's still a lack of available ads considering much lower ad loads compared with legacy networks. Connected TV players include Roku (ROKU), Xperi Holdings (XPER), LiveRamp Holdings (RAMP) and Magnite (MGNI), while The Trade Desk (TTD) is

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Programmatic ads on connected TVs seen growing to $8.7B this year