DSP and walled-garden moves reshape CTV measurement & supply
Key Questions
What recent CTV developments involve TTD and Amazon?
The Trade Desk (TTD) and Amazon announced CTV advancements on March 17-18, 2026, reshaping measurement and supply. This impacts walled-garden dynamics.
How does Google claim ad safety performance?
Google reports 99% ad safety via Gemini tools blocking policy-violating content, but advertisers question the cost of the remaining 1%. Transparency remains opaque.
What concerns exist around Google's Gemini boosts?
Gemini improves ad safety detection, but opacity in metrics raises doubts. Advertisers seek demand specs, logs, and linkability for verification.
What should advertisers monitor in walled gardens?
Watch OpenAI and Google for IVT compliance amid CTV shifts. Demand transparency in DSP and walled-garden moves to ensure accurate measurement.
Why is CTV supply and measurement changing?
DSP integrations like TTD/Amazon and Google's safety claims are driving changes. This challenges traditional walled-garden control over CTV data.
TTD/Amazon CTV (2026-03-17/18); Google 99% safety questioned, Gemini boosts but opaque. Demand specs/logs/linkability; watch OpenAI/Google IVT.