"Buyers are told that if they transact closer to the source, they will regain transparency, control and efficiency. Publishers are told that eliminating hops will restore the value of their environments."
"Most CTV impressions flow through distribution agreements that give OEMs and streamers the controlling position in the transaction; they set the terms because they 'own' the distribution."
"Once inventory is split, those promises become conditional. The distributor controls a portion of impressions and can accept demand that the publisher would normally block."
The CTV ecosystem emphasizes direct supply as a solution to complexity, promoting transparency and efficiency for buyers and value restoration for publishers. Most impressions are controlled by OEMs and streamers through distribution agreements, which dictate ad decisioning and inventory monetization. The capabilities offered by these distributors significantly influence the market. Competitive exclusion remains a key expectation, but once inventory is split, publishers lose control over certain impressions, leading to asymmetric enforcement of competitive rules.
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