{"id":12722,"date":"2024-10-10T15:33:25","date_gmt":"2024-10-10T19:33:25","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/10\/10\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/"},"modified":"2026-06-14T15:38:01","modified_gmt":"2026-06-14T19:38:01","slug":"whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/","title":{"rendered":"What&#8217;s Next in Programmatic: Unlocking Precision and Scale across CTV and Linear"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Explore how the evolution of programmatic, particularly through initiatives like DISH Connected, is empowering buyers to maximize their reach with more addressable and biddable inventory. We&#8217;ll discuss the benefits of inventory bundling, the shift from programmatic guaranteed to biddable environments, and how today\u2019s advertisers can leverage these advancements to deliver more impactful campaigns.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The programmatic landscape is no longer just about digital. By blending Connected TV (CTV) and linear addressable TV advertising, advertisers are now able to achieve unprecedented precision and scale across both linear and digital audiences.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Explore how the evolution of programmatic, particularly through initiatives like DISH Connected, is empowering buyers to maximize their reach with more addressable and biddable inventory.<\/p>\n","protected":false},"author":21,"featured_media":12723,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[47,10],"topics":[2],"class_list":["post-12722","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awnewyork-2024-sessions","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What&#039;s Next in Programmatic: Unlocking Precision and Scale across CTV and Linear | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What&#039;s Next in Programmatic: Unlocking Precision and Scale across CTV and Linear\" \/>\n<meta property=\"og:description\" content=\"Explore how the evolution of programmatic, particularly through initiatives like DISH Connected, is empowering buyers to maximize their reach with more addressable and biddable inventory.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2024-10-10T19:33:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-14T19:38:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-14-at-12.37.19-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1572\" \/>\n\t<meta property=\"og:image:height\" content=\"778\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Becky Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Becky Johnson\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/\"},\"author\":{\"name\":\"Becky Johnson\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/9fa5c678f43836b2c6a5a08afc888eb4\"},\"headline\":\"What&#8217;s Next in Programmatic: Unlocking Precision and Scale across CTV and Linear\",\"datePublished\":\"2024-10-10T19:33:25+00:00\",\"dateModified\":\"2026-06-14T19:38:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/\"},\"wordCount\":103,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/06\\\/Screenshot-2026-06-14-at-12.37.19-PM.png\",\"keywords\":[\"AWNewYork 2024 Sessions\",\"TV + Streaming\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/\",\"name\":\"What's Next in Programmatic: Unlocking Precision and Scale across CTV and Linear | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/06\\\/Screenshot-2026-06-14-at-12.37.19-PM.png\",\"datePublished\":\"2024-10-10T19:33:25+00:00\",\"dateModified\":\"2026-06-14T19:38:01+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/06\\\/Screenshot-2026-06-14-at-12.37.19-PM.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/06\\\/Screenshot-2026-06-14-at-12.37.19-PM.png\",\"width\":1572,\"height\":778},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\\\/12722\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"What&#8217;s Next in Programmatic: Unlocking Precision and Scale across CTV and Linear\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/9fa5c678f43836b2c6a5a08afc888eb4\",\"name\":\"Becky Johnson\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"caption\":\"Becky Johnson\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"What's Next in Programmatic: Unlocking Precision and Scale across CTV and Linear | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/","og_locale":"en_US","og_type":"article","og_title":"What's Next in Programmatic: Unlocking Precision and Scale across CTV and Linear","og_description":"Explore how the evolution of programmatic, particularly through initiatives like DISH Connected, is empowering buyers to maximize their reach with more addressable and biddable inventory.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/","og_site_name":"AW360","article_published_time":"2024-10-10T19:33:25+00:00","article_modified_time":"2026-06-14T19:38:01+00:00","og_image":[{"width":1572,"height":778,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-14-at-12.37.19-PM.png","type":"image\/png"}],"author":"Becky Johnson","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Becky Johnson"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/"},"author":{"name":"Becky Johnson","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/9fa5c678f43836b2c6a5a08afc888eb4"},"headline":"What&#8217;s Next in Programmatic: Unlocking Precision and Scale across CTV and Linear","datePublished":"2024-10-10T19:33:25+00:00","dateModified":"2026-06-14T19:38:01+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/"},"wordCount":103,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-14-at-12.37.19-PM.png","keywords":["AWNewYork 2024 Sessions","TV + Streaming"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/","name":"What's Next in Programmatic: Unlocking Precision and Scale across CTV and Linear | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-14-at-12.37.19-PM.png","datePublished":"2024-10-10T19:33:25+00:00","dateModified":"2026-06-14T19:38:01+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-14-at-12.37.19-PM.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-14-at-12.37.19-PM.png","width":1572,"height":778},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/whats-next-in-programmatic-unlocking-precision-and-scale-across-ctv-and-linear\/12722\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"What&#8217;s Next in Programmatic: Unlocking Precision and Scale across CTV and Linear"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/9fa5c678f43836b2c6a5a08afc888eb4","name":"Becky Johnson","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","caption":"Becky Johnson"}}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12722","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=12722"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12722\/revisions"}],"predecessor-version":[{"id":18114,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12722\/revisions\/18114"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/12723"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=12722"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=12722"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=12722"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=12722"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}