Navigating Transparency in CTV Advertising

This chapter explores the significant transparency challenges faced by buyers in the Connected TV (CTV) advertising landscape, contrasting it with the clearer web advertising practices. The discussion highlights the complexities of ad placements, content associations, and auction processes, emphasizing the concerns of advertisers regarding visibility and control over their investments. With a focus on the need for more ethical practices and improved data sharing, the chapter suggests that transparency could reshape the competitive dynamics of the CTV advertising industry.