Category: In the News

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Social platforms like TikTok and YouTube — which hates to be called a social platform, but I digress — are no longer the sole domains for creators. Streaming services have been loading up on creator-led programming, like Hulu with “The Secret Lives of Mormon Wives.”

The reality show stars a set of TikTok creators who could have just as easily adapted their short-form content into long-form videos on YouTube. Or maybe not. 

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CTV ad spend is up. CPMs? Not so much.

Midway through the year, buyers and sellers say CPMs are sliding. Depending on who you ask, they’re down anywhere between 10% to over 30% year over year. The reasons vary but the story is largely the same: more inventory, more buyers looking for performance and a growing appetite for efficiency over exclusivity.

“We’ve seen CPMs drop year over year,” said Dan Larkman, CEO of CTV performance advertising business Keynes Digital. “It’s around 19%.”

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