Live television is back in style. And according to Magnite, there's a surge in demand for linear addressable inventory from programmatic buyers.
“We see a lot of appetite from programmatic buyers specifically for linear addressable inventory as a stand-alone item,” McLeggon said. “What we were waiting on was enough scale.”
Disaggregating linear inventory from CTV takes time because of content ownership and licensing rights, so broadcasters can’t simply flip a programmatic switch. But McLeggon said linear programmatic has reached a critical mass.
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