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Study: MVPD deals deliver 2.5x the reach of programmatic CTV

A Spectrum Reach and EMARKETER study of 239 CTV ad buyers found MVPD campaigns delivered 61% sustained accurate reach over 90 days versus 24% for programmatic CTV.

Why it matters. Buyers say they will pay a premium for verified incremental reach, giving MVPDs leverage to charge more than programmatic CTV sellers who cannot prove duplication.

Signal from TVREV · Michael Guth · read the original.

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