Broadcasters have long been “the trusted stewards of premium content”, writes Rajeev Goel, Co-Founder and CEO of PubMatic, but as eyeballs migrate to CTV and social video services, opening that premium video inventory to a broader spectrum of advertisers is essential. In this article, Goel makes the case for bringing in advertisers who have never bought traditional TV, and embracing the tech that keeps them in control while affording advertisers full transparency.
The global media industry stands at a pivotal inflection point. As CEO of a global independent technology platform that services both buy- and sell-side partners, I see first-hand how the tectonic shifts in audience behaviour and advertiser expectations are redrawing the boundaries of our business. The question is no longer whether broadcasters should adapt to the digital, data-driven era – but how quickly and boldly they can seize the opportunity to lead it.
A new era of value creation for broadcasters
For decades, broadcasters have been the trusted stewards of premium content and the gatekeepers of mass reach. But today, the gravitational pull of digital platforms, where audiences are increasingly fragmented and advertisers demand precision, has upended the traditional value exchange. The rise of CTV services and social video has not just shifted eyeballs, it has fundamentally redefined what advertisers expect from their media partners.
The numbers are unambiguous; programmatic advertising is projected to account for over 70 percent of digital ad spend by 2027 (according to forecasts from Dentsu), growing at double-digit rates annually. This is not a passing trend – it is the new foundation of sustainable revenue growth for broadcasters, rights holders, and platforms alike.
Programmatic: the engine of sustainable growth
Programmatic is not simply a new sales channel; it is the engine that powers a more dynamic, efficient, and inclusive advertising marketplace. The broadcasters who are thriving – whether RTL in Europe, NBCUniversal and Fox in the US, or Australia’s leading networks – are those who have reimagined their commercial strategies around automation, data, and real-time demand. Crucially, this transformation also creates the foundation for a vastly improved viewer experience – one where consumers encounter fewer, more relevant ads that enhance rather than interrupt their content journey.
This transformation is not about replacing the art of direct sales or the value of long-term partnerships. Rather, it is about expanding the pie; unlocking the “fat end of the long tail” by making premium video inventory accessible to a broader spectrum of advertisers, including those who have never bought traditional TV. The result? Higher CPMs, more diverse demand, more relevant ads for consumers and a future-proofed business model that is resilient to economic cycles and shifting audience habits.
Addressing the myths: control, quality, and incrementality
Despite the clear upside, some broadcasters remain hesitant – concerned about cannibalisation, loss of control, or the perceived risks of automation. These concerns are understandable, but they are increasingly outdated. The reality is that a well-executed programmatic strategy delivers incremental demand without undermining direct deals. Private marketplaces (PMPs) are a start, but only a full-scale, data-driven approach unlocks the true efficiency and reach that advertisers now expect.
Moreover, advances in technology mean that broadcasters can maintain rigorous control over pricing, inventory access, and brand safety – often exceeding what is possible in manual workflows. Leading technology partners now offer transparent auction mechanics, AI-powered yield optimisation, and robust data protection, ensuring that broadcasters remain firmly in the driver’s seat.
Choosing partners for the next decade, not the last
The choice of a programmatic partner is now a board-level decision. Not all sell-side platforms (SSPs) are created equal. The right partner must offer:
- Radical transparency: full visibility into auction dynamics and buyer behaviour, empowering broadcasters to make data-driven decisions.
- AI-driven yield management: advanced algorithms that maximise fill rates and CPMs, adapting in real time to market conditions.
- Video and CTV expertise: deep understanding of the unique dynamics of premium video, not just display or generic digital inventory.
- Customisation and control: tools that allow broadcasters to set precise rules, protect their brand, and curate buyer relationships.
- Uncompromising quality and safety: industry-leading standards for ad quality, fraud prevention, and data privacy.
- Viewer-first experience: capabilities that enable broadcasters to reduce overall ad load while maintaining or increasing revenue through more relevant, higher-value impressions – creating a win-win for viewers, advertisers, and media owners alike.
This is not about outsourcing control – it is about amplifying it, leveraging technology to unlock new value while safeguarding what makes broadcast brands unique.
The cost of inertia: a call to leadership
The cost of inaction is stark. As advertisers demand automation, transparency, and measurable outcomes, budgets will continue to migrate to platforms that deliver. Social media giants and digital-first streamers are not waiting for broadcasters to catch up – they are actively courting the next generation of advertisers with sophisticated, self-serve tools and global reach.
But broadcasters have a unique advantage: trusted brands, premium content, and deep relationships with both audiences and advertisers. By embracing programmatic transformation – not as a tactical add-on, but as a strategic imperative – they can reclaim their leadership in the new media economy.
A CEO’s perspective: shaping the future, not reacting to it
As leaders, our mandate is clear. We must move beyond incremental change and champion a bold vision for the future of TV advertising; one that is open, data-driven, and relentlessly focused on value creation for all stakeholders. This is not just about technology; it is about mindset, culture, and the courage to lead.
The future of TV advertising will be defined by those who act decisively, invest in innovation, and build the partnerships that will shape the next decade. The opportunity is unprecedented. The time to lead is now.
Follow VideoWeek on LinkedIn.
