"92% of advertisers say inventory quality and transparency are critical when selecting a streaming TV partner, while 90% prioritize reporting transparency and 88% expect clear, upfront pricing with no hidden fees."
"Modern advertisers don't just need hindsight; they need certainty that spans the entire buying process, from where campaigns run and what they cost to the confidence that delivery will match what was promised."
"The vast majority (97%) of CTV/OTT advertisers agree that advertising on premium video content improves ROI performance. Trusted, high-quality environments are essential."
Advertisers are resetting expectations in connected TV (CTV), emphasizing the necessity of transparency and quality. A survey reveals that 92% prioritize inventory quality, while 90% seek reporting transparency. Advertisers require clarity on spending and campaign performance before commitment. The complexity of the CTV ecosystem, with its fragmentation and concerns over invalid traffic, has heightened the demand for accountability. Additionally, 97% of advertisers believe that premium video content enhances ROI, linking transparency directly to quality in advertising.
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