Eliminating Programmatic Waste: Higher Publisher Yields & Lower Advertiser CPMs

Name: Eliminating Programmatic Waste: Higher Publisher Yields & Lower Advertiser CPMs
Uploaded: 2026-09-02T15:55:07Z
Duration: 1 min 26 s
Description: Are programmatic reseller margins eating into your CTV ad budgets? Jon Schulz, CMO at Viant, breaks down how Direct Access cuts out non-value-added middlemen to clean up the supply path to CTV inventory. By reclaiming 20% to 30% in wasted reseller margins, direct publisher integrations create a win-win: higher yields for sellers and more efficient CPMs for buyers.

September 2, 20261:26

Are programmatic reseller margins eating into your CTV ad budgets? Jon Schulz, CMO at Viant, breaks down how Direct Access cuts out non-value-added middlemen to clean up the supply path to CTV inventory. By reclaiming 20% to 30% in wasted reseller margins, direct publisher integrations create a win-win: higher yields for sellers and more efficient CPMs for buyers.