Future of TV Briefing: Ad tech’s pod bidding push moves CTV toward advancing the live sports ad model in 2026

DigidayApril 29, 2026Tim PetersonRead original

Last updated Apr 29, 2026 by RSS Ingestion

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This week’s Future of TV Briefing looks at how ad tech companies including Comcast’s FreeWheel, Index Exchange and The Trade Desk are preparing CTV’s programmatic supply chain for upgraded auction dynamics amid an influx of live sports ad inventory.