"In 2025, the fastest-growing segment in programmatic media is now less transparent than the walled garden we have spent the last decade criticizing for opacity. And the consequences are already showing up in the market. Look where the major media companies landed this quarter. Disney reported declines in advertising revenue and slowing streaming growth. Comcast showed softness around Peacock. Paramount posted another difficult quarter with widening losses."
"When buyers cannot see what they are buying, they cannot commit their spend with conviction. On YouTube, a buyer can see the channel title and the exact video where their ad ran (for 30% to 60% of impressions, on average). There is a foundation for measurement and brand safety. Across CTV, you get app-level reporting, and if you're lucky, a genre label."
CTV programmatic advertising has become less transparent than earlier opaque platforms, and that opacity is affecting the market. Major media companies are showing softer ad revenue and slowing streaming growth. Publishers report CTV spending is flattening, performance is plateauing, and buyers are hesitant to increase budgets. Buyers refuse to commit when they cannot see the exact content their ads fund. YouTube provides channel and video-level visibility for many impressions, enabling measurement and brand safety, whereas CTV typically offers only app-level or genre reporting and often withholds show-level data.
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