On Thursday, May 22, 2025, Chris Pfaff moderated a virtual session for Streaming Media Connect, ‘Going, Going Gone: Can Biddable Advertising Fix CTV’s Fill Rate Slump?’

Laura Florence, with Fremantle; Tim Ware, from Future Today Marketplace; Christina Chung, from Estrella MediaCo, and Jack Perry, from Zeam Media, discussed different aspects of the CTV ad fill slump. Jack Perry also discussed his innovative Super Bowl ad with John Stamos.

You can watch the full session at:

https://www.youtube.com/watch?v=4l5mLjtfdlA&list=PLcSb1s2U3uyDUGBfZ3-JMRf2QqSeflTyB&index=13

THU5. Going, Going, Gone: Can Biddable Advertising Fix CTV’s Fill Rate Slump?
Thursday, May 22: 4:00 p.m. – 5:00 p.m. (ET)/1:00 p.m. – 2:00 p.m. (PT)

With FAST and CTV fill rates slipping throughout 2024 (except for a brief election bump), content owners and their partners are casting about for new and different ways to fill inventory. By clearing the way for advertisers to buy in just before show time rather than having to lock in their campaigns months in advance, so-called “real-time” biddable CTV opens up late-breaking, flexible opportunities to unload unclaimed inventory on an auction basis before it goes to waste. But as bidding on audiences reportedly surges for sports, is auction-based advertising really suitable for other premium content? Is it likely to change the way brands approach media-buying, or is it just another transitory trend?

Moderator: Chris Pfaff, CEO, Chris Pfaff Tech Media

Panelists:
Laura Florence, SVP, Global Channels, Fremantle
Christina Chung, VP, Business Operations, Estrella MediaCo
Tim Ware, VP, Future Today Marketplace
Jack Perry, CEO, Zeam Media