Jatin Dev, Partnerships Lead, Media & Entertainment at Google and Tom Hosking, MD & Partner, BCG (Boston Consulting Group) went on a grand adventure to conquer the final frontier of advertising: Programmatic Live Connected TV.

While our Video-on-Demand spaceships are programmatically sleek, the live CTV galaxy remains stubbornly analogue, with only 35% of inventory claimed. This massive technical vacuum is holding back a glittering $2-4 Billion opportunity over the next 3 years.

They mapped the constellation of forces – where buyers are ready to spend and publishers are eager to monetise – that are steering us toward a Hybrid Model, blending direct and programmatic paths into a beautiful cosmic ballet.

But beware, the live stream is a turbulent, unforgiving asteroid field! Sudden audience spikes can cause ads to take too long to transport or vanish into the void, leaving mountains of gold behind.

Their survival guide outlines the core capabilities you need to steady your ship and help your advertisers boldly go where no-one has gone before. They covered a blueprint for success with the incredible DAZN Club World Cup case study and closed with an expert fireside chat on making the technical leap from peril to profit.

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