How Smart Curation Helps SMBs Win In a Fragmented CTV Landscape
Author: Blake Hebert, Senior Director of Publisher Operations, Premion.
CTV has become a powerful full-funnel channel, attracting advertisers of all sizes – and the momentum isn’t slowing.
CTV ad spend is projected to rise another 16% this year to $26.6 billion, according to the IAB. But with rapid growth comes complexity. Advertisers now face a maze of platforms, apps and channels, each with different buying models, audience access and inconsistent measurement. For SMBs without large teams or budgets, this fragmentation is especially challenging to navigate.
That’s where curation makes the difference. Running campaigns across multiple CTV platforms on their own would require significant resources, technical expertise and manual reporting – a cumbersome and costly process. Curation cuts through that complexity, allowing SMBs to buy once and reach audiences everywhere with less friction, stronger brand safety and advanced targeting that scales. What’s more, it delivers consistent measurement through a single, unified report that ties performance directly to business outcomes.
But, more importantly, smart curation is key. Trusted providers with direct connections to premium inventory simplify execution while ensuring scale, efficiency and control. They help SMBs extend campaigns across publishers, manage frequency and maximize return without the overhead of large in-house teams.
The value lies in how inventory is curated. Instead of bulk buying with limited visibility, smart curation ensures every placement is carefully vetted to safeguard brand safety and deliver ads in premium, trusted environments. Advertisers gain full transparency into where ads run, with granular insights and outcome-based measurement.
Smart curation empowers SMBs to harness the full power of CTV – combining efficiency, transparency, premium inventory and control – so campaigns drive meaningful business results in an increasingly complex ecosystem.
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