"Re/Max, founded in 1973, had not served any ads on its websites prior to opening them to programmatic ads through ...
Advertising tends to work in hype cycles. Native ads, mobile targeting, social media — over the past decade, all of these channels have been touted as the long-sought miracle for marketers and advertisers to break through the noise.
Now, with at least one connected TV (CTV) in 80% of U.S. households, advertisers are ready to realign their hopes once more.
With seemingly high-quality content and a large reach, CTV — often powered by Google Chrome, Roku, Apple TV or other devices — seems like a good ad bet on its face. And with the looming possible obsolescence of third-party cookies triggering panic over ad targeting on desktop and mobile, CTV offers attractive inventory. But there may be a big downside for those not willing to perform due diligence: It can be easy to fall victim to bad actors exploiting the hype CTV is currently experiencing.
Read more from Basis Technologies' Ian Trider in TechCrunch (subscription).