Advertisers are making significant investments in connected TV as the TV landscape becomes more fragmented.

eMarketer principal analyst Lauren Fisher joins fellow principal analyst Nicole Perrin to talk about recent coverage from The Wall Street Journal about how Google came to have the biggest digital ad business. Then they discuss ad tech consolidation and a handful of recent video-focused deals, including Roku’s acquisition of DSP dataxu and Xandr’s purchase of SSP Clypd.

In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.

Advertisers are embracing the popularity of connected TV by allocating more money to streaming platforms.

US advertisers are committing more dollars upfront for linear TV and digital video, however the percentage of digital video ads being sold programmatically continues to increase.

Growth estimates and the key near-term drivers for addressable, programmatic, and over-the-top TV.

Catherine Williams, chief data scientist at Xandr, spoke about how ad buyers are making sure they don’t overpay for impressions.

Today, more than four of every five US digital display ad dollars transact programmatically. This report looks at the trends driving programmatic ad spending to $68.87 billion by 2020, breaking it down by transaction type, format and device.