The news: Streaming video ad spending hit $582.6 million over the last seven months, up slightly from $576.1 million during the same period last year, per iSpot.tv data cited by MediaPost.

But in the same period, ad impressions declined from 71.4 billion last year to 69.5 billion—even as total airings increased. That means advertisers are getting fewer impressions despite maintaining roughly the same level of spending, raising questions about how to navigate a complex video ecosystem where adding new audiences is increasingly challenging.