"Years of euphoric growth has given way to a wave of hard questions from advertisers. They want to know who actually owns the inventory. Why the same impression is showing up across multiple buys. And just how many intermediaries are involved in getting one ad on a screen. Traditionally, those answers came from the buy side - the demand-side platforms. Now, more buyers are pressing the sell-side instead."
"Granted, cutting out resellers doesn't fix everything. But it does get to the root of CTV's visibility problem: too many hands in the pot, and too little insight into who's actually selling what to whom. Resellers, fairly or not, are a microcosm of that: they're intermediaries who don't own the content or the app it runs on but still claim the right to sell the inventory."
Connected TV (CTV) advertisers are increasingly demanding transparency about inventory ownership, duplicate impressions, and the number of intermediaries involved in delivering ads. Buyers are shifting scrutiny to the sell-side, pressing publishers and supply partners for provenance. OpenX offered direct access to U.S. CTV inventory to avoid resellers, positioning a reseller-free supply chain as more accountable. Resellers often do not own content or apps yet claim the right to sell inventory, producing apparent scale that can mask real availability. Measured direct reach through trusted sources has hovered around 125 million U.S. streaming devices per month, exposing gaps outside those pipes.
Read at Digiday
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