Today’s Foreseeable Future Insight

CTV/OTT is the Wild Wild West of media options for agencies and businesses.

I have learned an important lesson in negotiating digital video: DO NOT grind on cpms. This will only hurt your client in terms of content placement.

• If a client pays me a $35 gross cpm, I am taking 15%.

• If I work through a DSP, they have a margin as high as 30-40%

• They work through an SSP, which also takes a piece.

• By the time my client’s ad schedule has reached the publisher, the bid price can be as low as $12. That will compromise the quality of their content environment.

We have worked diligently at Foreseeable Future Media to refine the CTV negotiating process by working directly with publishers (Disney/Hulu, Peacock, Paramount+, etc). We fill in with one SSP for greater control of quality and environment.