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CIMM study: bidstream signal gaps push 62% of CTV buyers to shift spend

Advanced Television’s Emily Palmer reports that a CIMM study found 62% of programmatic CTV buyers shifted spend to other supply paths when signal requirements went unmet. Only 8% said DSPs always operationalized required signals once campaigns went live.

Why it matters. Publishers whose inventory can’t reliably pass required signals through DSPs risk losing bids to supply paths that can, even when their inventory is otherwise suitable.

Signal from advanced-television.com · Emily Palmer · read the original.

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