Yahoo claims programmatic guaranteed CTV buys cut spend 32% while reaching more homes
· 2d ago · Originally reported by PPC Land
Yahoo says a CTV advertiser reached 60% more homes while spending 32% less by shifting away from programmatic guaranteed deals. The company argues PG setups cede frequency control to sellers, while eMarketer notes over 89% of programmatic video runs through direct deals. Critics question whether a 20% test is enough to prove the case.
Why it matters
Programmatic guaranteed dominates CTV buying, but Yahoo's claim suggests advertisers may be overpaying and losing control over how often ads are shown. If validated, it could push more CTV budgets toward open programmatic auctions.
Explain it like I’m new here
It's like booking a hotel room directly at full price versus shopping around — Yahoo says shopping around got the advertiser more rooms for less money, but people want to see a bigger test before believing it.
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.
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.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Direct-sold advertising
Direct-sold advertising is ad space sold by a publisher straight to an advertiser or agency through a negotiated deal, usually with a fixed price and guaranteed volume.
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