As marketers shift their TV investments from hand sold reservations to programmatic auctions, they encounter a radically new supply landscape.
Viewed one way, CTV inventory is highly concentrated. 12 app developers control 66% of all CTV supply. But viewed another way, CTV inventory is highly fragmented. Multiple sellers — a mixture of content owners, distributors, and resellers — jointly monetize most CTV apps.
Successfully navigating the CTV supply landscape requires DSP buyers to adopt a new framework for reporting and optimization that shifts the focus away from the property (Sling, Hulu, etc.) toward the seller (Discovery, NBCU, etc.) Seller-based optimization enables marketers to simplify reporting, prioritize investments with trusted counterparties, and avoid funding value-extracting supply chain intermediaries.
We shared our latest research about the programmatic TV supply landscape at AdExchanger’s Innovation Labs event. You can watch the replay here:
You can also download the full set of slides here, and you can find more of our supply chain research here.