CTV continued to dominate marketer mindshare this week, with two distinct narratives emerging. Viant's co-founder Chris Vanderhook made the case that attention metrics — not just reach or completion rates — are now the primary engine driving CTV budget growth, suggesting the measurement conversation in streaming has matured considerably. This aligns with a broader industry push to move beyond GRP proxies and toward engagement-quality signals that justify premium CTV CPMs.
Digiday's research arm simultaneously published findings on how marketers are navigating a changing CTV landscape, underscoring that the competitive dynamics between platforms — with Paramount+, YouTube TV, DAZN, Apple TV, ESPN, and others all vying for sports and premium content rights — are forcing buyers to rethink their planning frameworks. Discovery Channel's Shark Week also drew attention as a case study in how linear-to-streaming IP can still generate outsized marketing momentum, demonstrating that tentpole content remains a powerful attractor for brand spend even in a fragmented environment.