FreeWheels Soo Jin Oh On TVs Programmatic Reboot Beet.TV [Video]

The decade-long journey of programmatic advertising is being upended by the rise of connected TV (CTV), as the channel redefines the meaning of automation.

That is according to Soo Jin Oh, Chief Strategy Officer of Comcast’s FreeWheel ad-tech unit, in this video interview with Beet.TV.

“It’s definitely been a journey because programmatic has been around for over a decade,” Oh says. “It’s really thrived because of the ability to unlock reaching audiences across millions of websites, mobile apps in a very automated way.”

But, when it comes to CTV, Oh says: “It’s really uprooting the definition of how you automate and how do you unlock that value. There’s not millions of premium sources when it comes to CTV, it’s much more finite.”

As a result, “a lot of the programmatic ecosystem players have to really redefine how they approach programmatic”, Oh believes. “It’s that one-to-one connection and connection directly to …