The Direct Supply Myth: Why CTV Inventory Looks Better Coming From A Streamer Than Directly From A Publisher

The CTV ecosystem has spent the last two years insisting that the antidote to complexity is “direct supply.” Buyers are told that if they transact closer to the source, they will regain transparency, control and efficiency. Publishers are told that eliminating hops will restore the value of their environments. Most CTV impressions flow through distribution […]

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