The AdTech Tax: Why CTV Channel Operators and Platforms Should Rethink Their Spending
In the rapidly evolving world of Connected TV (CTV), channel operators and platforms are finding themselves ensnared in a web of advertising technology costs. The promise of seamless ad delivery and high returns is often overshadowed by the reality of hefty SaaS fees, which have become a win-win for ad tech companies but a losing game for the CTV industry.
The AdTech Conundrum
CTV platforms and channels are increasingly spending more on technology than on converting advertising supply into paying demand. This imbalance is exacerbated by the lack of Service Level Agreements (SLAs) from ad tech providers, who fail to guarantee revenue delivery. Instead, these fees have morphed into what can only be described as an adtech tax.
The Hidden Costs of CTV Ad-tech
Investigations into the ad tech process reveal a troubling trend: ad tech companies are being paid multiple times for the same trade. As programmatic trades pass through third-party ad agencies, some providers rake in more than 10% of the overall ad-sale value. This is compounded by high commissions at various stages, leading to a significant portion of the revenue being siphoned off before it reaches the CTV channels.
The Transparency Issue within Programmatic CTV
Ad technology is not policing performance or adding transparency. In many cases, the process is opaque, with multiple ad exchanges and Supply-Side Platforms (SSPs) taking their cut without adding real value. This lack of transparency means that CTV channels are often left with less than half of their potential earnings.
A New Hope: View TV’s Solution
Enter View TV, with ADX, a game-changer in the ad tech landscape. View TV AdX has developed a transparent, closed-loop ad-tech platform that transforms CTV advertising breaks into cash. By engaging channels and AVOD content owners directly with Demand-Side Platforms (DSPs), View TV ensures transparency for advertisers, resulting in high CPMs and fill rates.
View TV’s Video Ad Server offers a straightforward solution without any technology fees. It delivers 100% fill rates across any platform while providing a live performance dashboard and maximizing CPMs with dynamic metadata sharing. This approach eliminates the need for multiple ad exchanges and SSPs, ensuring that channels fill all of the available inventory and retain their earnings.
Conclusion – View TV AdX is the future of Monetizing Video Content and Linear FAST Channels
The current ad tech landscape is fraught with inefficiencies and hidden costs that burden CTV channel operators and platforms. However, with innovative solutions like View TV’s Video Ad Server, there is hope for a more transparent and profitable future. By cutting out unnecessary intermediaries and focusing on direct engagement, CTV channels can finally turn their advertising breaks into substantial revenue.
Check out View TV ADX now, only pay a single fee based on performance, and experience the difference.
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