Navigating the Complexities of Buying CTV Inventory

Exploring the intricate landscape of purchasing CTV content and inventory, this chapter delves into the challenges of consolidation, evolving demand channels, and the influence of carriage rights on programmatic for CTV. It discusses the varying rights of entities to sell ads for the same content on CTV platforms and the implications for ad sales across multiple paths. The chapter also examines pricing dynamics, SSP competition, and the potential limitations of high-priced CTV ads on advertiser growth.