In 2023, OpenX streamlined its CTV supply by removing non-CTV content (fireplace apps, UGC, mobile, etc.) from TV by OpenX, offering buyers greater transparency and clearer value, writes Seb Joseph and Krystal Scanlon. This move was also driven by the growing adoption of curation in adtech, with over 60% of OpenX’s CTV deals now involving curated packages. These curated packages have shown strong results, with CPMs 27% higher and bid density up 45%, demonstrating that high-quality CTV supply not only holds value but increases it.
Why there’s a CPM slump in a growing CTV market
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