Brand and agency executives express concerns regarding the high costs of CTV ad impressions, particularly in comparison to linear TV. Executives at the CTV Advertising Strategies event noted that streaming video CPMs are generally higher, creating challenges for advertisers who prefer lower prices. The pricing for CTV inventory has become detached from supply and demand, leading to frustrations as publishers prioritize maintaining price levels over maximizing inventory sales. Comparisons were drawn to linear TV negotiations, indicating similar pricing issues persist in both formats.
Streaming video in general, whether you buy direct or programmatic, CPMs are higher than a linear TV buy. And clients often favor cheaper CPMs.
One of the challenges is that pricing for CTV inventory has been fairly decoupled from supply and demand dynamics for a long time.
Most publishers are focused on maintaining a certain price level in the market versus monetize a higher percentage of available inventory.
Collection
[
|
...
]