CTV spending is still parked in brand budgets

The immediate implication is that CTV is still being managed through a brand-budget lens, even as the article argues that this misses its broader use. That matters for streaming sellers and buyers because budget placement affects how CTV is planned, measured, and defended inside DTC and omnichannel organizations. The source does not name specific vendors or tactics, but it does make one clear signal worth watching: whether more brands keep CTV in brand budgets or begin moving spend into other internal buckets.