Similar to those who don't have a preferred SSP, those who prefer to go directly to
publishers need transparency in their partners.
Aside from transparent rates, programmatic buyers are looking for guaranteed
performance by going direct. They also prefer it for the exclusive inventory.
The Main Reasons Why You Prefer to go
Directly to Publishers to Purchase CTV
57%
43%
Directly with Publisher on a Managed IO or Outside of a DSP
Programmatically through DSP/Exchange
63%
58%
52%
49%
49%
Delivery Transparency
Guaranteed or Preferred Rates
Guaranteed Performance
Exclusive Inventory
Audience Targeting
The Digital and Innovation Buyers and are more likely than Video
and Programmatic buyers to seek audience targeting .
