CTV’s reseller reckoning, moving past scale on paper, confusion in practice

CTV is officially in its “wait, what are we actually buying?” era.

Years of euphoric growth has given way to a wave of hard questions from advertisers. They want to know who actually owns the inventory. Why the same impression is showing up across multiple buys. And just how many intermediaries are involved in getting one ad on a screen. 

Traditionally, those answers came from the buy side – the demand-side platforms. Now, more buyers are pressing the sell-side instead. 

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