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# Six ad execs agree: CTV favors buyers, except for premium inventory
- URL: https://www.medianexis.com/six-ad-execs-agree-ctv-favors-buyers-except-for-premium-inventory/
- Published: 2026-09-15T23:17:39.000Z
- Updated: 2026-09-15T23:17:40.000Z
- Description: VideoWeek polled six buy- and sell-side leaders on whether CTV is a buyer’s or seller’s market. Consensus: growing inventory and programmatic access tilt power to buyers, but scarce premium content, live sport, and top platforms still command seller leverage.
- Author: Fabric.Media Editorial
- Tags: Streaming, Dan Meier, Six ad execs agree: CTV favors buyers, except for premium inventory

**Why it matters.** Sellers of interchangeable, lower-quality CTV inventory face growing pressure to justify pricing, while platforms like Amazon and Netflix retain the ability to command premiums for scarce, high-attention content.

*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/2026/09/14/is-ctv-a-buyers-market-or-a-sellers-market/?ref=medianexis.com)*.*