The report highlights the increasing adoption of over-the-top (OTT) video content and the opportunities it presents for publishers. Most publishers anticipate programmatic revenue growth from OTT content, but are concerned about quality and security. To capture the benefits of programmatic OTT, publishers need to embrace the strategy and implement it effectively. The report also suggests that publishers can reap financial, analytical, and customer-centric benefits by utilizing programmatic OTT. The key findings of the study commissioned by PubMatic from Forrester Consulting are summarized in this report.
