Magnite, formerly Telaria and Rubicon Project, and DISH Media have worked over the last five years to remove roadblocks around buying live CTV inventory programmatically. In this whitepaper, Magnite and DISH Media explore the untapped potential of live CTV for advertisers.

Live CTV combines the premium big-screen and non-skippable environment of linear TV with the data-rich capabilities of digital. Beyond getting in front of hard-to-reach audiences who have cut the cord, live CTV offers marketers real-time advanced addressability.

Download the full whitepaper to take a closer look at live CTV viewer behaviors and how advertisers can layer advanced addressability into their live CTV buys.

Benefits of live CTV for advertisers include:

—Access to cord cutters who want live TV without the hassle or cost of linear TV

—Placement within premium live sports and highly watched events

—Unduplicated audience for unique reach and exposure with an engaged user base

—Addressable targeting with first- and third-party deterministic subscriber data