Sneak Preview: Going, Going, Gone: Can Biddable Advertising Fix CTV?s Fill Rate Slump?

On Thursday, May 22, Chris Pfaff, CEO, Chris Pfaff Tech Media, will moderate the?Streaming Media Connect May panel "Going, Going, Gone: Can Biddable Advertising Fix CTV's Fill Rate Slump?" With FAST and CTV fill rates slipping throughout 2024 (except for a brief election bump), content owners and their partners are casting about for new and different ways to fill inventory. By clearing the way for advertisers to buy in just before show time rather than having to lock in their campaigns months in advance, so-called "real-time" biddable CTV opens up late-breaking, flexible opportunities to unload unclaimed inventory on an auction basis before it goes to waste. But as bidding on audiences reportedly surges for sports, is auction-based advertising really suitable for other premium content? Is it likely to change the way brands approach media-buying, or is it just another transitory trend?