“Increased transparency—achieved through measures like eliminating resellers, standardising signals, removing unintentional inventory, and offering log-level reporting—has bolstered confidence in biddable CTV. This creates a powerful feedback loop, where greater transparency drives increased investment, which incentivises publishers and SSPs to further enhance the quality and reliability of their offerings, ultimately elevating the entire ecosystem.” — Audrey Michelin, Senior Director, Account Management of APAC at OpenX
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