Ruby Resendez

Things are moving (pardon the pun) FAST in CTV programmatic. Total spend topped $21 billion in 2023, representing roughly 4x growth over the last five years. But if we want to ensure those ad dollars translate into outcomes, we collectively need to slow down and make time to proactively attack fraud and transparency concerns before they get worse.

Open auctions appear to democratize and simplify CTV ad buying because they let marketers define parameters for viewers or inventory, enabling them to place ads quickly and cheaply across the ad-supported streaming services. But there’s a better way – open auctions are risky, and the emphasis is placed on price and meeting broad criteria, writes Ruby Resendez, director of digital solutions at Stirista.