"In the current CTV landscape, buyers aren't able to efficiently buy in biddable media environments due to an over-indexing of intermediaries," OpenX said in announcing the launch initiatives. "Additionally, brands and agencies often pay CTV CPMs without having full transparency into what they're buying. When non-TV content is categorized as CTV, publishers' premium content is devalued and buyers cannot lean into their KPIs with confidence."
"Proper classification of content will provide \"more premium advertising experiences, a clear value for inventory, and more accurate measurement,\" the SSP says."
"As more marketers choose CTV for incremental reach over linear, there is tremendous value for the ecosystem in scaling reach beyond direct buys," commented Sa
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