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CTV scatter market

OPINION: On TV & Video

Live Sports Wins Direct Deals, But The CTV Scatter Market Is Perfect For Programmatic

By Mario Diez, Peer39// September 8th, 2025

Brands don’t feel secure enough to lock in huge CTV deals outside of live sports. So what happens to all of that nonsports content spread out across streaming channels?
Tagged in:
- CTV
- CTV measurement
- CTV scatter market
- CTV transparency
- deal IDs
- Disney
- FOX
- live sports
- Mario Diez
- nbc
- peer39
- PMPs
- programmatic CTV
- programmatic guaranteed
- TV upfronts