Who decides what makes a CTV impression valuable? Premium inventory debate continues
· 2h ago · Originally reported by Exchange4Media
Exchange4media examines the question of premium quality in connected TV advertising, asking who determines the value of a CTV impression as the channel scales and inventory definitions vary across sellers.
Why it matters
As more ad money shifts to streaming TV, disagreements over what counts as 'premium' inventory affect pricing and how brands judge the worth of their CTV buys.
Explain it like I’m new here
Streaming TV ads come in different 'seats' — front row or back row — and everyone is arguing about which seats deserve the highest price.
Read the original at Exchange4Media
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
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