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Director, Innovation, TV and Video, Lotame
As more advertisers start to explore the benefits of connected TV and over-the-top (OTT) services, buyers and sellers are facing a slew of challenges. eMarketer’s Lauren Fisher spoke with Ryan Reed, director of innovation for TV and video at Lotame, about the major hurdles on both sides of the spectrum, including what’s holding up programmatic trading of connected TV and OTT inventory.
eMarketer: Buyers want to access connected TV and over-the-top inventory programmatically, but it’s still early. What are some of the main challenges marketers face today?
Ryan Reed: There are two big challenges today. One is technical, and the other is pure baggage from traditional TV tendencies.