Live CTV ad spend could add $4 billion by 2028

The immediate takeaway is that live CTV monetization is now an infrastructure problem, not just a sales problem: the article says publishers need globally distributed or edge-based ad serving to manage millions of simultaneous requests without latency. That matters across the streaming ad stack because the piece ties growth to region-specific constraints in EMEA, APAC, LATAM and NAMR, from regulatory limits to pricing transparency and in-house tech. The benchmark to watch is whether vendors can prove concurrency at the scale cited here — more than 11 million devices — while still supporting targeting, brand safety and yield optimization locally.