CTV Can Democratize Ads For Smaller Businesses Beet.TV [Video]

LONDON – Outside of local cable, TV advertising has traditionally been the preserve of big brands.

But connected TV is changing that.

In fact, in this video interview with Beet.TV, Mark McKee, EVP & GM, FreeWheel, said the medium could democratize TV advertising for smaller ad buyers.

Speaking at The Future of TV Advertising Global, McKee acknowledged the inherent complexity of the CTV landscape. “A single piece of content from a publisher can be consumed on more than 400 different endpoints at any one time. That’s complexity,” he said.

Simplifying this ecosystem is crucial to making CTV more accessible and attractive to a wider range of advertisers, he said. By streamlining processes and reducing technical barriers, the industry can empower smaller businesses to compete more effectively and harness the power of CTV.

McKee advocates for a more user-friendly environment. “Oftentimes smaller brands have led and kind of leaned into walled gardens, social types of ways of …