CTV impression caps push buyers toward incremental reach
eMarketer’s Marisa Jones reports that CTV inventory is hitting a ceiling on impressions, so advertisers can’t just buy more of the same audience. The real gains now come from finding incremental reach beyond what linear and existing CTV buys already deliver.
Why it matters. Advertisers must shift budgets toward publishers and platforms that can prove audience reach beyond existing linear and CTV buys, rather than buying more impressions from the same CTV inventory.
Signal from emarketer.com · Marisa Jones · read the original.
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