COLOGNE — Traditionally, in many markets, they have been distinct entities in the TV access world. But now broadcast access operators and the programmers whose content they depend on are working more closely together in the programmatic advertising future.

“In the US in the also quarter, about 20% of the volume we were trafficking on our platform was coming from inventory created by operator platforms,” says video ad tech vendor FreeWheel’s Europe MD Thomas Bremond. “We’re starting to see the same trend in Europe.

“The unification between operators and programmers is working quite well. We’re going to see that increase over the next year or so.

This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel.   For more videos from the series, please visit this page.

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