Big Upfront Deals Could Squeeze Programmatic Inventory

After an upfront season where buyers snapped up CTV inventory, programmatic buyers are concerned that there won’t be much left.

This spike in digital video deals, along with a post-pandemic decrease in viewership, could make it difficult for advertisers to access programmatic inventory in the fourth quarter of 2021 and beyond, according to agency and ad tech executives who spoke to AdExchanger.

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