“I think the benefits of cost efficiencies outweigh some of that upfront commitment and the pricing — the larger monetary commitment,” said Lindsey Freed, svp of media investment at Basis Technologies. “With more CTV streaming [and] programmatic buying, we’re seeing the rate efficiencies and the ability to target in very similar ways — it’s what the buzz is all about … The flexibility of being able to execute across that media, rather than committing a large dollar amount upfront is really where we’re going to see the shift.”
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