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When StreamVantage launched in early 2024, one of the key research assets that we used to craft our story was Premion’s 2023 CTV/OTT Advertiser Study conducted by Advertiser Perceptions. So when the next version of the report was released 3 years later, which is practically a half-life in technology shifts like streaming TV, we were surprised to see that the results were almost identical. 

For both publishers and ad buyers to thrive in the growing CTV ecosystem, publishers need to provide relevant metadata in the programmatic bid request. Read some key takeaways from the research that we think are telling.

Learn about key numbers from the Amagi latest Airtime Report in March 2026.

The CTV upfronts have begun and kick into full force with the IAB Newfronts this week. And so the tradition of slick, glittery upfront presentations continues as media companies attempt woo brands and their agencies with new content, data, and AI. But this year CTV ad buyers may want to rethink their upfront strategies.