Research Presentations-PDF

CTV buyers change their purchasing and planning habits as fast as consumers change their viewing habits. It is no longer just video investment teams with the majority stake in CTV. Programmatic and digital investment teams are grabbing a piece of the pie — sometimes resulting in duplicative efforts. In July 2023, TripleLift conducted a survey of 408 CTV buyers in the United States with responses across the key buying teams — programmatic, digital investment, video/traditional investment and innovation teams. We found the following: Buyers are confident in their CTV planning abilities but less comfortable buying it: Overall planning confidence has increased significantly YoY, with the average buyer rating their comfort level 8.5 out of 10. But that decreased slightly, to 8 out of 10, when purchasing CTV in a DSP. Buyers have an SSP of choice when purchasing on CTV: 87% of buyers who purchase CTV say it matters what SSP they are buying it through. Although, the most popular CTV purchasing method was a mix of buying in a DSP and through managed IOs. Upfront commitments are still the primary CTV buying method: 54% of budget is allocated to Upfront commitments while the rest is spent programmatically throughout the year. 85% of buyers say they can fulfill those commitments through SSPs. On CTV, buyers prioritize content attributes provided by SSPs and Publishers vs. DSPs: For content targeting, buyers work with SSPs and Publishers as they are much more likely to have access to scalable, rich content data. DSPs are primarily used for more general audience targeting. PMPs are attractive to buyers when purchasing CTV: 69% of respondents said they use PMPs when purchasing CTV, and of those, 86% say they activate them in their SSP of choice. This tracks, as the majority of publisher - supplied attributes are available in SSPs through 1:1 relationships.

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