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# CTV’s identity guesswork wastes $7.4 billion a year, op-ed argues
- URL: https://www.medianexis.com/ctvs-identity-guesswork-wastes-7-4-billion-a-year-op-ed-argues/
- Published: 2026-10-03T12:24:45.000Z
- Updated: 2026-10-03T12:24:45.000Z
- Description: TVREV’s Alok Band argues that CTV relies on IP-address inference instead of the consented household signal TV operating systems already create at setup, citing Truthset’s estimate that about 40% of open programmatic CTV spend, roughly $7.4 billion in 2026, is wasted on inaccurate identity data.
- Author: The Signals Desk
- Tags: Measurement, Alok Band, TVREV: CTV identity guesswork criticized by Trade Desk exec

**Why it matters.** Advertisers pay for inaccurate household matches until platforms carry OS-level identity signals through to apps and measurement systems.

*Signal from* [*TVREV*](https://tvrev.com/?ref=medianexis.com) *·* [*Alok Band*](https://www.medianexis.com/tag/by-alok-band/) *·* [*read the original*](https://www.tvrev.com/news/identity-is-ctvs-most-expensive-guess?ref=medianexis.com)*.*