Sam Joachim, senior director, client services, Tatari
Every brand running a CTV campaign is chasing efficiency — lower CPMs, tighter targeting, faster iteration. This makes streaming sponsorships look like the last thing a marketer would want to budget for, with higher CPMs, non-cancellable commitments and premium inventory that costs more than anything else in the plan. In theory, it feels like a brand awareness play for companies with big budgets to spare.
The data says something different.
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