Private programmatic deals dominate connected TV (CTV) advertising, offering greater control but adding complexity. Smaller advertisers are being courted. But fragmented supply paths, limited transparency, and ad tech fees challenge buyers seeking efficient CTV campaigns.

Key Question: How is programmatic CTV ad buying evolving, and what challenges do advertisers face in maximizing efficiency, transparency, and performance?

Key Stat: Programmatic direct will account for over 80% of US CTV ad spending through 2028.