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Why there’s a CPM slump in a growing CTV market
CTV’s growth comes with a price cut.
CTV ad spend is up. CPMs? Not so much.
Midway through the year, buyers and sellers say CPMs are sliding. Depending on who you ask, they’re down anywhere between 10% to over 30% year over year. The reasons vary but the story is largely the same: more inventory, more buyers looking for performance and a growing appetite for efficiency over exclusivity.
“We’ve seen CPMs drop year over year,” said Dan Larkman, CEO of CTV performance advertising business Keynes Digital. “It’s around 19%.”
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