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Six ad execs agree: CTV favors buyers, except for premium inventory

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.

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 · Dan Meier · read the original.

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