CTV’s reseller reckoning, moving past scale on paper, confusion in practice

“It’s taken time, but OpenX’s 2023 decision to cut resellers out of its marketplace is starting to look prescient. As [Tyler] Romasco put it: ‘We weren’t sure it was going to impact our revenue but we believed it was the right thing to do for the market, having seen what happened on the web and in-app with reselling.’ The bet is starting to pay off thanks to a few converging forces: rising buyer scrutiny due to bigger budgets, the measurable cost of murky inventory and a broader reckoning with how CTV is bought and sold. The result is more marketers, from Coca-Cola to Mars, no longer satisfied with scale for scale’s sake in CTV. They want provenance, accountability and fewer intermediaries muddying the water.”  

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