With the right safeguards in place, open-market CTV can match PMP performance, proving that quality controls – not deal type – drive results.
Wednesday, August 5th, 2026 – 12:35 am
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With proper quality controls, open bidding connected TV (CTV) advertising can drive performance.
CTV is a fixture of the media mix. Streaming accounts for 47.5% of total US television viewing time and is expected to surpass linear TV in daily time spent this year. Furthermore, CTV now represents 47.5% of total programmatic ad spend, making it the largest programmatic environment.
Yet, buyers are increasingly scrutinizing that investment.
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