media buying strategy

Programmatic media buying is expected to account for the majority of growth in the CTV market in 2026. This year alone, over 90% of CTV ad dollars were transacted through programmatic pipes. That data isn’t surprising. Programmatic has solved a real problem by helping brands reach TV viewers with targeted precision at much lower costs.

As the advertising industry races forward, core technology providers – particularly ad servers, dynamic creative platforms and attribution or measurement companies – play an increasingly critical role in powering the infrastructure that enables targeted, data-driven and performance-optimized campaigns at scale. But one outdated pricing model is becoming an obstacle to innovation, efficiency and effectiveness: CPM-based pricing.