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.
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