CIMM survey finds DSPs often ignore buyer-required CTV bidstream signals
· 27m ago · Originally reported by PPC Land
A CIMM study of 50 CTV buyers found only 8% say DSPs consistently act on the signals they request in the bidstream, and 62% of buyers have shifted spend elsewhere as a result. CIMM is calling for an industry-wide shared trading baseline to standardise how bidstream signals are handled.
Why it matters
If DSPs don't reliably honour the signals buyers depend on — like content, app and transparency data — CTV campaigns can miss their intended audiences, eroding trust in programmatic TV buying.
Explain it like I’m new here
It's like ordering a meal with specific instructions and the kitchen ignores them most of the time — so most customers take their business to another restaurant.
Terms in this story
Bidstream
The bidstream is the continuous flow of bid requests and responses exchanged in real-time bidding, and the data they carry about sites, apps, devices, locations and users.
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.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
DSP (demand-side platform)
A DSP (demand-side platform) is software that advertisers and agencies use to buy ad impressions automatically across many exchanges and publishers, deciding which impressions to bid on and how much.
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