CTV’s Real Divide Isn’t PMP Vs. Open Market. It’s Quality Control

"With proper quality controls, open bidding connected TV (CTV) advertising can drive performance.

CTV is a fixture of the media mix. Streaming accounts for 47.5% of total US television viewing time and is expected to surpass linear TV in daily time spent this year. Furthermore, CTV now represents 47.5% of total programmatic ad spend, making it the largest programmatic environment. 

Yet, buyers are increasingly scrutinizing that investment."

Read more in AdExchanger.