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CTV’s identity guesswork wastes $7.4 billion a year, op-ed argues

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.

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 · Alok Band · read the original.

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