Why Most CTV Advertisers Are Secretly Buying Direct (And The Big Catch)

David Nyurenberg, SVP of Digital at InterMedia, breaks down why direct-to-publisher buys dominate Connected TV (CTV) far more than the industry realizes. While direct buys offer better rates, cut out middleman tech fees, and simplify execution across 5 to 10 major publishers, they create a major measurement challenge. David explains how client-owned measurement leaves publishers without conversion signals, making it impossible for them to optimize direct media buys.