Op-ed: CTV’s supply-path sprawl is quietly inflating costs, not value

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.

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 · Dan Meier · read the original.

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