18%
27%
45%
23%
55%
43%
37%
38%
27%
30%
18%
38%
Digital Investment
Video/Traditional Investment
Programmatic
Innovation
Exclusively Buying Throug DSPs
Mix of Buying in a DSP & Through Managed IOs
Always Buying Outside of DSPs Through 1:1 Relationships
Across almost all buying groups, the most popular
CTV purchasing method was a mix of buying in a DSP
and through direct, managed IOs with a publisher.
However, Programmatic buyers frequently buy
through a DSP and are less likely to go straight to a
publisher. On the other hand, Digital Investment
buyers use a mix of DSP and managed IO buying,
occasionally buying directly through 1:1 relationships
with publishers.
Buyers will reach a wider audience when
they combine 1:1 direct publisher
relationships alongside deals that target new
streaming ecosystems that have emerged in the
past few years, such as FAST channels or vMVPDs.
The best way to reach the widest audience wherever they are watching CTV is by buying through a mix of DSP and
managed IOs.
Buyers' Preferred Purchasing Methods
Digital
Investment
Video/
Traditional
Investment
Programmatic
Innovation
