The Future of TV Briefing highlights escalating concerns regarding transparency issues in the connected TV (CTV) advertising marketplace, as discussed at the Digiday Programmatic Marketing Summit. Many advertising professionals expressed frustration, citing a lack of transparency and trust cultivated by publishers and middlemen who control inventory without offering adequate data checks. The infrastructure often fails to provide necessary details like CTV device types or show-level performance, leaving agencies skeptical of the quality of the inventory being sold to them. This has raised alarm about the integrity of advertising transactions in the CTV space.
We're being blinded. The publishers control all the inventory, and the middlemen control all the ability for us to check that inventory. They don't let us run Javascript.
There's a pervasive lack of trust for all of us.
A lot of what they're selling us is lies or not good quality inventory.
The CTV ad infrastructure is not designed to pass information that would help advertisers know where their ads ran.
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