Ep 5: One CTV app, many supply paths

One TV break. A hundred ways for buyers to reach it.

A supply path is the chain of sellers between your ad break and the buyer.

Here’s an illustrative case. The stream TV.example app sells through five SSPs, direct. Five paths. The TV platform carrying the app holds a contractual share of breaks, sold through five more. Ten. Then nine resellers, audience extension partners and ad networks, each plug into ten SSPs. Ninety more. One hundred paths to one app. The DSP sees the same break again and again, may bid against itself, and every hop can take a fee. So buyers cut paths. If your direct path looks no cleaner than a reseller’s, it can get cut too.

Today, open your app-ads.txt. Count DIRECT and RESELLER lines. Ask each reseller where they resell.

Next: app-ads.txt for apps and CTV.