CTV ad spend is up. CPMs? Not so much.
Midway through the year, buyers and sellers say CPMs are sliding. Depending on who you ask, they’re down anywhere between 10% to over 30% year over year. The reasons vary but the story is largely the same: more inventory, more buyers looking for performance and a growing appetite for efficiency over exclusivity.
“We’ve seen CPMs drop year over year,” said Dan Larkman, CEO of CTV performance advertising business Keynes Digital. “It’s around 19%.”
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