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Flexibility Defines True Control
- Open CTV platforms offer true control through flexibility across channels, formats, and creatives.
- Modular flexibility enables real-time optimization and is crucial for the volatile 2025 market.
Simplicity Trumps Flexibility Sometimes
- Walled gardens provide scale and simplicity but lack transparency and flexibility.
- Many marketers prefer a closed system that delivers measurable results despite the lack of customization.
Open CTV Enables Better Attribution
- Open environments deliver better attribution and incrementality through detailed measurement and data access.
- Walled gardens control data tightly, limiting buyer insights and optimization potential.