"The IDC study evaluates the leading vendors in the worldwide connected TV (CTV) advertising platforms market through the IDC MarketScape ...
"Despite the growth of biddable media models, nearly two-thirds (63%) of the respondents said they are leveraging programmatic ad technology mainly to automate conventional “direct” insertion order-based media buys and ad requests from their digital media suppliers."
Read more about Centro's industry survey in MediaPost.