CTV’s Real Divide Isn’t PMP Vs. Open Market. It’s Quality Control

With proper quality controls, open bidding connected TV (CTV) advertising can drive performance. CTV is a fixture of the media mix. Streaming accounts for 47.5% of total US television viewing time and is expected to surpass linear TV in daily time spent this year. Furthermore, CTV now represents 47.5% of total programmatic ad spend, making […] The post CTV’s Real Divide Isn’t PMP Vs. Open Market. It’s Quality Control appeared first on AdExchanger.

Last updated Aug 5, 2026 by ATDb automated enrichment