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# Navigating CTV Oversupply: How Publishers Can Protect Yield Without Compromising Quality
- URL: https://tvrev2beta2.ghost.io/navigating-ctv-inventory-yield/
- Published: 2026-11-11T17:43:20.000Z
- Updated: 2026-11-11T21:47:05.000Z
- Author: Alan Wolk
- Tags: Thought Leaders Circle

In our latest Thought Leaders Circle video, Jason Bowman, Director of CTV Sales at TripleLift explains how, with the massive surge in Connected TV (CTV) inventory driving CPMs down, premium publishers face a critical challenge - maintaining yield without degrading the user experience. To protect inventory value, publishers must differentiate through rich audience data, brand-safe environments, and clear campaign ROIs. Smart supply management and curation are essential to ensure transparency and connect the right buyers with high-value content, helping prevent the commoditization of streaming media.

Curated marketplaces (PMPs) play a pivotal role by leveraging meaningful audience signals and targeted data partnerships - such as with Attain, TransUnion, and LiveRamp - to cut through the noise. Innovative ad formats like Pause Ads, Social to CTV, and QR Spots further enhance viewer engagement, driving up to a 33% increase in brand recall and 30% higher purchase intent compared to standard spots.