Studio-Turned-Adtech Platform Claims 30-50% Lower CTV Ad CPMs
TriCoast Media announced the expansion of its unified SSP and DSP platform, which originated from its own needs as a content library owner. The company claims its model, which combines buy-side and sell-side functions rooted in content ownership, can deliver CTV advertising CPMs that are 30-50% lower than traditional programmatic buying. The platform has direct partnerships with over 250 CTV publishers, including VIZIO, Samsung, and Paramount, and operates on a fully managed service model.
Key Takeaways
- TriCoast Media reports its model delivers CTV CPMs of $10-$20, compared to a reported industry average of $25-$50 for traditional DSP buys.
- The platform has direct deals with over 250 publishers, including VIZIO, Samsung, and Paramount, an approach developed from its origins distributing a 5,000-title content library.
- Its service is fully managed with a $10,000 minimum campaign spend, rather than a self-serve dashboard.
- Campaigns bundle integrations by default: Subjective for contextual targeting, HUMAN for pre-bid fraud detection, and Mediaocean for campaign workflow verification.
Why It Matters
TriCoast’s pitch directly targets buyer frustration with the programmatic "ad tax" by collapsing SSP and DSP functions, promising a 30-50% reduction in CTV CPMs. This model, grown from content ownership rather than pure adtech, offers a tangible efficiency metric amid broader industry conversations about supply chain compression. While larger players are also restructuring to reduce friction, TriCoast is positioning its inherent structure as a fundamental economic advantage. The key metric to watch will be whether TriCoast can maintain its CPM differential at scale as it expands beyond its initial publisher relationships.
Read full article at ppc.land
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