Connect! The future of TV

Everything is automated - Selling Connected TV Ads Programmatically

While the COVID-19 pandemic brought widespread disruptions to the ads ecosystem, increased time spent at home accelerated the global adoption of Connected TV (CTV), which offered media companies new opportunities to support their businesses through ad-supported content.

The full automation of the sales process and playout of CTV ads in Video on Demand (VoD) as well as e.g. linear sports content represents the next wave in the aforementioned scenario and has become reality in 2021 also in the DACH-market.

This talk will discuss the requirements and trends which allow the full-automation of ad delivery on CTVs. This includes successful or not successful industry standards, devices and CTV operating systems, necessary identifiers and data, technologies as Dynamic Ad Insertion and the role of programmatic deal types as the Open Auction for CTV ad delivery.


Dr.-Ing. Oliver Friedrich

Head of Video Publisher Partnerships DACH, Google


Carine Léa Chardon

Geschäftsführerin ZVEI-Fachverband Consumer Electronics und Deutsche TV-Plattform