"Meta is likely probing a way to extend its advertising demand into third-party CTV inventory, in a model similar to Meta Audience Network, or 'FAN'."
"Several sources described the likely end-state as a form of 'audience extension' for CTV, allowing advertisers to use Meta's targeting and optimization tools to reach users on streaming inventory beyond its owned-and-operated apps."
"'They need the pipes,' said one source, adding that while Meta has the demand and data, it still requires access to premium video inventory aggregated by SSPs or controlled by TV manufacturers."
Meta is planning to enter the CTV advertising space, potentially becoming the largest advertising company by 2026. The company has held exploratory meetings with supply-side players like Magnite and FreeWheel to assess access to CTV inventory. While no formal product has been announced, discussions suggest a focus on audience extension, allowing advertisers to utilize Meta's targeting tools on third-party CTV inventory. Meta appears to be seeking to integrate with existing infrastructure rather than building its own supply from scratch.
Read at Digiday
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