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As connected TV (CTV) providers dive deeper into ad tech, a rising proportion of the ads served on TV screens are being transacted programmatically. In the latest example of this trend, Samsung Ads announced on Tuesday that it would begin selling inventory programmatically across its 50 million smart TVs in the US, according to AdExchanger. Samsung tapped video supply-side platform (SSP) SpotX as its initial monetization partner.

connected TV ad spending.

Samsung probably would have launched a programmatic option eventually, but the company noted that two pandemic-driven factors caused it to launch now: See the rest of the story at Business Insider

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