Diversification is Key in CTV Monetization

Diversifying demand channels in the CTV ecosystem is crucial to avoid over-reliance on a single partner or technology provider. Recent investments in CTV have led to a surge in challenger entrants trying to capture demand and create value for publishers. This has resulted in a complex supply ecosystem compared to the simpler landscape of the past. With publishers seeking incremental demand amidst competition and pressure, they are testing multiple partners leading to a multitude of paths to buy CTV inventory.