"Connected TV ad spend is projected to reach $51 billion globally by 2029, accounting for nearly half of traditional broadcast TV advertising revenue. That shift reflects how quickly the marketplace is maturing and how aggressively advertisers are reallocating budgets to streaming environments. But as money moves, so do advertisers' assumptions. Many brands are approaching CTV as if it were a direct extension of other digital channels where they can plug into programmatic pipes, chase efficient CPMs and let algorithms do the heavy lifting."
"But the reality is more complicated.Programmatic CTV advertising may be growing fast, but it still represents only a slice of the streaming inventory available to advertisers. In fact, 90% of all CTV impressions come from just 10 publishers, according to recent data from Tatari. Brands that rely on programmatic as their primary media buying model are missing out on substantial opportunities to reach audiences across the broader TV ecosystem."
Connected TV ad spend is projected to reach $51 billion globally by 2029, approaching nearly half of traditional broadcast TV advertising revenue. Rapid marketplace maturation and budget shifts are moving ad dollars toward streaming. Many brands treat CTV like other digital channels and rely heavily on programmatic buying, chasing efficient CPMs and algorithmic optimization. Programmatic CTV represents only a portion of available inventory, with 90% of impressions coming from 10 publishers. Relying solely on programmatic misses broader TV ecosystem opportunities. Combining programmatic flexibility with publisher-direct buys yields access to premium inventory, consumer data, scale, efficiency, and measurable full-funnel impact.
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