As Programmatic CTV Matures, Marketers Must Embrace Cross-Functional Learning: MAGNAs Fitzpatrick Beet.TV [Video]

The landscape of Connected TV (CTV) is evolving rapidly, with programmatic pathways becoming increasingly populated by premium content.

In this video interview with Beet.TV, Jean Fitzpatrick, SVP of Performance Partnerships at MAGNA Global, shares her insights on why more high-quality CTV inventory is flowing into programmatic channels and what challenges and opportunities lie ahead.

The key to success, she says, lies in fostering cross-functional expertise and leveraging first-party data responsibly.

“The maturity in the space has really primed premium CTV for programmatic,” Fitzpatrick explains.

As the industry grapples with the impending obsolescence of cookies, she notes that “we’ve had to come up with new signals to develop audiences on, which has been very well primed for the CTV space.”

Fitzpatrick adds that there’s an appreciation for the “efficiencies that you can get, not only with less waste, but also by being able to use a platform that gives you tons …