CTV Is Thriving. The Industry May Need a Little Relief. Plop Plop, Fizz Fizz. Here’s Why.

CTV is exciting. There’s growth, scale, and momentum. I’m fully committed; I have built my career around it.

Even with all the progress, I notice a subtle unease, a little 'agita' in nearly every conversation these days. Platforms, buyers, and sellers might not say it, or even know how to describe it, but it’s there.

Let’s talk about the unease in the CTV space.

Platforms are feeling the pressure. There’s consolidation, mergers, networks disappearing, and inventory shifting. DSPs, SSPs, and publishers are all trying to become the main source. Things are changing quickly, which makes some people anxious and others suspicious or uncertain.

Buyers lack clarity.

Many buyers aren’t sure what they’re paying for, how campaigns are set up, or how things like frequency, delivery, and optimization actually work. Some of this confusion stems from how quickly things are changing, and some may stem from sellers under a lot of pressure to close deals.

Hype often drowns out reality. 

We hear about 'exclusive access,' 'special deals,' and 'game-changing technology,' but most of these claims aren’t really exclusive. A lot of what’s shared is just surface-level information pushed by corporate urgency.

Here’s the hard truth:

CTV has a lot of potential, but it’s held back by excessive noise, a lack of transparency, and rushed sales tactics.

The solution isn’t lower CPMs or adding more networks. Instead, it’s about:

Building campaigns with clear goals from the onset, starting with the end in mind.

Audience and GEOs co-created with clients

Planning for testing and optimization from the beginning

Transparency over theater

The next winners in CTV won’t be the loudest.

They’ll be the ones who are the clearest.

Are you feeling the agita too?

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