of CTV ad spend is allocated
to upfront commitments
54%
Upfront Commitments Scatter Dollars
Upfront commitments are direct deals with publishers or
networks that are negotiated around Q2 and executed
throughout the year.
Video Investment teams allocate the most budget (68%)
to upfront commitments while programmatic buyers favor
scatter dollars (budget spend outside of upfronts).
This is consistent YoY where in 2022 the split was 55/45
for upfront vs. scatter.
Video Investment teams allocate the
most budget to upfront commitments
68%
