medianexis.
medianexis.
Subscribe

Study: 5% of CTV ad impressions are mislabeled, costing buyers $2 billion

51Degrees analyzed 11.03 million OpenRTB impressions from May 15-20, 2026, finding 4.92% labeled as CTV were actually lower-value, non-CTV inventory, versus 0.18% mislabeled in reverse. The firm ties the mismatch to roughly $2 billion in global overpayment by advertisers.

Why it matters. Buyers relying on OpenRTB device-type signals alone are overpaying for CTV, giving publishers and sellers who misrepresent inventory an unearned CPM premium.

Signal from exchangewire.com · read the original.

All gas. No brake. Free.

What’s happening, why it matters, who reported it, who followed, and how the story develops. Free with a reader account. Unsubscribe any time.

Continue free →

More from Measurement

All →

Prediction markets drive sports betting’s TV ad surge

Betting brands spent $269.8 million on national linear TV through August 31, up 40% year over year, per iSpot data shared with AdAge.

Forrester: “Recommendation share” will replace impressions as top media KPI

Forrester’s “Predictions 2027: Media And Advertising” report argues that as consumers delegate research to AI engines, marketers will care less about ad views and more about whether engines recommend their brand.

NFL opening week viewership falls 13% to 19.5 million despite extra games

NFL opening week averaged 19.5 million viewers per Nielsen, down 13% from last year’s 22.3 million even with two extra games added. Stripping out four early Sunday afternoon windows, the week actually rose 2% to 21.9 million.