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# CTV’s show-level data gains don’t yet translate into show-level buying
- URL: https://www.medianexis.com/ctvs-show-level-data-gains-dont-yet-translate-into-show-level-buying/
- Published: 2026-09-18T22:54:58.000Z
- Updated: 2026-09-18T22:54:58.000Z
- Description: CTV buyers are getting better show-level reporting, but a Tatari executive writes that major exchanges still don’t offer scaled show-level optimization as a standard product.
- Author: Fabric.Media Editorial
- Tags: Streaming, AI, AdExchanger Guest, Show-level CTV data limits on control

**Why it matters.** Buyers seeking real program-level control still have to fall back on linear TV, sponsorships or guaranteed deals rather than programmatic PMPs.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=medianexis.com) *·* [*AdExchanger Guest*](https://www.medianexis.com/tag/by-adexchanger-guest/) *·* [*read the original*](https://www.adexchanger.com/on-tv-and-video/ctvs-transparency-gap-why-better-show-level-data-still-cant-buy-you-show-level-control/?ref=medianexis.com)*.*