TVIQ

Complexity hasn’t made the CTV supply chain difficult to trust. This is a transparency problem and, more specifically, an ads.txt problem.

SSPs have mostly either applauded or downplayed the recent crackdown on CTV resellers, but smaller publishers see it as another revenue squeeze.

Confusion in CTV isn’t a natural byproduct of a maturing market; it’s an outcome of how distributors protect their pricing power.