of Buyers Currently Use Private
Marketplace Deals to Purchase CTV
69%
Overall, 2 in 3 buyers are using PMPs at some point in their
CTV purchasing journey — for targeting capabilities and unique
inventory access.
While CTV is still most frequently bought through direct deals, this
process is shifting toward programmatic, thanks to the growing
amount of data available with CTV. Advertisers want to know
where their ads are running and how they can spend their
budgets on the inventory they need to reach their audience.
