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# Kite Factory buying chief: CTV transparency matters more than price in agency deals
- URL: https://www.medianexis.com/kite-factory-buying-chief-ctv-transparency-matters-more-than-price-in-agency-deals/
- Published: 2026-10-19T16:52:45.000Z
- Updated: 2026-10-19T16:52:45.000Z
- Description: VideoWeek’s Dan Meier interviews The Kite Factory’s Gregor Chalmers, who argues agencies are shifting from transactional pricing toward genuine partnerships, and warns that CTV’s digitisation has let bad actors exploit TV’s trusted reputation.
- Author: The Signals Desk
- Tags: Agencies, Dan Meier, Kite Factory buying chief: CTV transparency matters more than price in agency deals

**Why it matters.** Agencies that compete on transparency and strategic rigor rather than price gain stronger footing to resist client pressure for cheaper, commoditized buys.

*Signal from* [*videoweek.com*](https://videoweek.com/?ref=medianexis.com) *·* [*Dan Meier*](https://www.medianexis.com/tag/by-dan-meier/) *·* [*read the original*](https://videoweek.com/2026/10/19/once-youve-won-a-race-to-the-bottom-on-price-youre-at-the-bottom-buy-side-view-with-the-kite-factorys-gregor-chalmers/?ref=medianexis.com)*.*