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# CTV execs: cross-platform frequency waste is the industry’s next fix
- URL: https://www.medianexis.com/ctv-execs-cross-platform-frequency-waste-is-the-industrys-next-fix/
- Published: 2026-10-27T14:28:36.000Z
- Updated: 2026-10-27T14:28:37.000Z
- Description: TVREV’s Alan Wolk rounds up Thought Leaders Circle executives from Magnite, TiVo Ads, Mediaocean, TripleLift, Spectrum Reach and The Trade Desk, who converge on overfrequency as CTV’s biggest unsolved problem.
- Author: The Signals Desk
- Tags: Ad-tech, Alan Wolk, CTV execs: cross-platform frequency waste is the industry's next fix

**Why it matters.** Buyers and publishers who can’t see cross-platform frequency will keep paying for wasted impressions while missing unreached households.

*Signal from* [*TVREV*](https://tvrev.com/?ref=medianexis.com) *·* [*Alan Wolk*](https://www.medianexis.com/tag/by-alan-wolk/) *·* [*read the original*](https://www.tvrev.com/news/hot-takes-the-state-of-ctv-advertising-october-2026?ref=medianexis.com)*.*