Programmatic spend is growing, and it will remain that way. It’s not perfect (by any means), and you could argue there are too many too many middlemen taking value out of the process.

The main benefactors should be at either end of the spectrum; the brands and the media owners. Traditionally in television, particularly in linear, it’s been a much more direct relationship. But it’s a different game with CTV, where there’s both opportunity and fragmentation.

Should clients be paying more attention to where their money is going? Should they be looking more closely at programmatic ecosystems and actively managing how spend flows through them? If so, how should they do that? What best practices are available to brands today, and what should we be aiming for in television?