Tuesday, June 16th, 2026 – 8:00 am
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Earlier this year, I wrote in AdExchanger about the 20% to 30% of programmatic video spend that gets lost in the gap between what inventory labels promise and what the actual viewing experience delivers.
My core argument was simple. Video buying systems have become exceptionally good at scaling impressions, but far less effective at distinguishing between fundamentally different viewing experiences because they still rely heavily on labels and metadata rather than the execution-level signals that reveal how video actually behaves in-market.
The release of CIMM’s new “Quality Matters” white paper suggests that this conversation is moving into the mainstream.
