Just as the financial crisis of 2008 lead to the rise of programmatic advertising, the current disruption of the television marketplace will likely become a watershed moment for advanced TV, says Mark Zagorski, who holds the titles of CEO of Telaria and President of Rubicon Project.

With the cancellation of most of the TV UpFronts, and a hold on production, there will be a robust spot market around programmatic CTV in the months ahead, he posits.

In this video, we interviewed him and Rubicon CEO Michael Barrett about the completion of the merger of the two companies. Barrett talked about the opportunities that lie ahead in the programmatic TV space.

This video was reported remotely.