This question is one I am asked often by CTV buyers. The short answer, without getting into the shift from linear or the shift from digital back to TV (or CTV), is that we have a scarcity issue on the most sought out CTV programmers. Wait, with all the COVID viewers, and all of the talk around the tremendous growth in CTV viewing, you really expect me to believe that there is scarcity? Didn't we just see a massive increase in CTV viewing and supply?
Why are Connected TV Ad Costs Racing Higher?
