The Future of TV Briefing discusses the growing trend of programmatically selling ads for streaming live sports, highlighting its impact on the ad tech infrastructure. With major events like NFL games and the Academy Awards moving to streaming platforms, the demand for real-time bidding is expected to surge. Index Exchange's CEO Andrew Casale emphasized the technical challenges in processing 24 million bid requests per second for events with high viewership, indicating that the current supply chain must adapt rapidly to meet the influx of inventory and ensure seamless operations.
"As more live sports like the NFL and NBA become available to stream, the programmatic ad tech infrastructure needs significant upgrades to handle the demand."
"Index Exchange CEO Andrew Casale described the challenge as a 'tsunami of supply,' indicating the need for adaptability in handling increased programmatic ad transactions."
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