For over a year now, We've been consolidating our CTV ad spending into fewer partners in order to mitigate cross partner frequency overlap and extend unique reach.
The main reason for doing this was financial in nature: the test with PubMatic allowed us to circumvent many of the upfront fees charged by the DSPs we traditionally use.
The advertiser's logic was straightforward: fewer ad tech middlemen mean fewer fees, leaving more of the budget for actual ad placements.
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