New EMARKETER report, in partnership with Spectrum Reach, reveals how today's leading CTV buyers navigate a rapidly evolving marketplace using smarter strategies, greater focus on transparency, and data-driven insights.
The MVPD Advantage in CTV: What Every Advertiser Needs to Know
Exploring new insights in proprietary research from two industry leaders.
What do CTV ad buyers prioritize in today’s marketplace?
Connected TV buying is constantly evolving, but advertisers still face a fragmented landscape. Today’s marketplace is shaped by inconsistent measurement, limited transparency, and a growing demand to prove performance.
To better understand today’s marketplace and the challenges ad buyers face, Spectrum Reach partnered with EMARKETER on the new report, Addressable CTV: The MVPD Advantage.
The best CTV buyers today are asking harder, smarter questions than the market has historically been built to answer, including questions about deterministic data, frequency control, incrementality, and clear proof of delivery.
This new research confirms those instincts are exactly right and shows that the tools to act on them are already here, delivered at scale through MVPD and addressable pathways.
How was the survey conducted?
This report draws on both quantitative and qualitative insights to provide a fuller view of today’s CTV marketplace.
EMARKETER conducted an online survey of 239 expert CTV ad buyers, including director-level agency professionals and brand-side marketers.
The study also included 11 in-depth interviews with senior decision-makers from brands and agencies in categories like CPG, fintech, entertainment, automotive, pharma, home services, and banking.
These perspectives matter because they come from people who are actively shaping strategy, budgets, and media investments in CTV today, especially in areas like frequency management and incrementality.
The most important question we always ask is, is this partner or path giving us incremental reach or impact, or is it just duplicating what we are already getting elsewhere? You have to see true incremental reach.
What do the CTV survey results reveal?
The findings show a market at a turning point. Buyers are no longer focused on just scale. They’re now evaluating the quality of audience data, campaign performance over time, and whether partners are providing the transparency needed to justify their investment.
The report showcases buyers’ growing demand for better frequency management, stronger brand safety, show-level reporting, and more confidence in outcomes.
Rather than revealing just what buyers want, the research uncovers the tensions, trade-offs, and opportunities shaping modern CTV planning and buying.
When you have a proven performer that is transparent, that is hitting your audience, you want to keep going back to that well. You should reward those partners.
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