Most of the CTV inventory today sits with the top 20 publishers. That’s where the scale is. That’s where the logged-in users are. That’s where buyers feel safe.

But what about the long tail?

As supply floods the market, we need to start asking tougher questions about its quality.

Is the inventory truly valuable, or just filler? Are buyers fully aware of what they’re getting outside the major players? Is it real?

Sam Khoury

Founder, Cedar Consultants

Creative consulting solutions for Adtech