Despite a rise in overall CTV ad spending, Cost Per Thousand Impressions (CPMs) have sharply declined, with reductions ranging between 10% and 30% year over year. This downturn is attributed to an increase in inventory and a shift towards performance-driven buying, as brands prioritize efficiency over exclusivity. Major players like Netflix and Amazon have contributed to lowering pricing expectations in the marketplace, indicating foundational changes in how CTV advertising is valued. Overall, while the market continues to grow, the cost structure is evolving substantially.
We've seen CPMs drop year over year,
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