Buyers are reportedly increasing their scrutiny of signals within Connected TV (CTV) programmatic ad inventory. This trend reflects an evolving focus on the components included in ad purchases within the streaming TV ecosystem.
Buyers paying closer attention to included signals means programmatic CTV inventory is being judged more narrowly at the point of purchase. That puts the composition of the inventory itself, not just the broader streaming TV category, under heavier scrutiny. For the ecosystem, this reinforces that signal quality is part of the ad-buying decision in CTV, even though the article does not name specific vendors or platforms. Watch for any further detail on which signals buyers are reviewing and how they are being packaged in programmatic deals.
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