The Trade Desk: Amazon’s Entry and the Reshaping of CTV Advertising Economics

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In your opinion, what are the key themes that will influence the evolution of CTV going forward?

One aspect is inventory. You see what's happening with Amazon's entry as a player on the publisher side. This is a critical development. Consider the setup before Amazon entered with Amazon Prime inventory in the US. There were about four players who used to be price setters. They could dictate prices, being traditional studios and content producers like NBC and Disney. They set prices because that's how they had done business for both CTV and linear TV over the past 30 or 40 years. They were setting the price of the inventory and holding back some inventory they didn't want to transact on programmatically, allocating it to direct or upfront deals to set a higher price. With Amazon's entry, Amazon is going to force the bigger broadcasters to open up their inventory in the way Amazon does. The difference between Amazon, Netflix, and other streaming platforms versus traditional broadcasters is that streaming companies never had a direct business. They are jumping straight into programmatic. When they enter the market with the volume that Amazon Prime has, advertisers gain access to many households, which is how CTV is measured. They can target many households through Amazon's inventory because it's part of Prime. This opens up the market, forcing traditional broadcasters like Disney to make their inventory available in the same capacity as Amazon. The leverage they had in setting prices is now severely diminished. Disney and NBC still have some leverage due to unique programming, but you can see how that leverage is deteriorating. It's not as significant anymore. That's the situation on the supply side.

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