> ## Content Index
> Fetch the complete content index at: https://www.medianexis.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# Op-ed: CTV’s supply-path sprawl is quietly inflating costs, not value
- URL: https://www.medianexis.com/op-ed-ctvs-supply-path-sprawl-is-quietly-inflating-costs-not-value/
- Published: 2026-10-22T16:06:31.000Z
- Updated: 2026-10-22T16:06:31.000Z
- Description: VideoWeek’s Dan Meier runs a guest column arguing that CTV buyers and publishers keep assuming more SSPs and DSPs mean more revenue, when duplicated routes instead add latency, costs, and inflated volume counts.
- Author: The Signals Desk
- Tags: Ad-tech, Dan Meier, VideoWeek: CTV supply path complexity op-ed

**Why it matters.** Buyers who keep stacking programmatic partners risk bidding against themselves on duplicated inventory, inflating effective CPMs without added reach.

*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/2026/10/22/more-partners-more-problems-why-ctv-needs-a-supply-path-reset/?ref=medianexis.com)*.*