How Publishers Can Reclaim the True Value of Streaming Inventory

Fastforward to today and the dynamics of the streaming marketplace have changed dramatically In the past year streaming viewership has officially overtaken traditional TV FAST channels have multiplied and nearly every major SVOD platform has introduced adsupported tiers That explosion in supply has created what many are calling a buyeramp8217s marketAccording to several marketplace analyses suggested by eMarketer CPMs for streaming TV have fallen since last year roughly 1520 across multiple programmers1 Inventory growth has simply outpaced demand On paper itamp8217s great news for advertisers more impressions more reach lower prices But for publishers this amp8220moreamp8221 has resulted in less less yield less differentiation and more pressure to prove the value of premium contentAnd yet viewer engagement and consumption on streaming continue to rise2 Itamp8217s a curious contradiction even as audiences devote more time to streaming its economic value isnamp8217t quite mirroring that growthTherefore the question for publishers isnamp8217t amp8220how do we sell more impressionsamp8221 itamp8217s amp8220how do we achieve the proper value for the impressions we sellamp8221From Oversupply to OpportunityStreamingamp8217s rapid scaling has created an identity crisis in the marketplace The promise of digital precision control and efficiency has collided with the realities of TV storytelling engagement and emotion The result is a fragmented fluid ecosystem where pricing pressure is intense and quality signals are inconsistentPublishers who want to thrive in this new environment need to pivot their focus from volume to value And that starts by leaning into what buyers say they care about most quality data and flexibility1 Reinforce the Value of Quality and ContextAdvertisers have more reach than ever but theyamp8217re increasingly questioning where that reach comes from Brand safety content adjacency and audience engagement all play a larger role in determining perceived valuePremium publishers have a unique advantage here they can deliver storytelling environments that naturally drive higher attention and recall But they need to prove itThat means being transparent around delivery and where ads are running When buyers see performance differences in black and white they have more reason to pay a premium towards those favorable partners and will continue to invest over timeAt the same time publishers must guard against the commoditization of streaming impressions When lowerquality content floods the programmatic market it drags CPMs down for everyone Publishers that clearly communicate why their content and audience experiences are different can protect and even grow their yield2 Enrich Every Impression with Better DataOne of the fastest paths to higher CPMs is simply making each bid more informativeProgrammatic buyers reward clarity and confidence When bid requests carry richer signals data about the content audience device or viewer engagement they enable smarter bidding decisions and create healthier competition and volume in auctionsFor example one major publisher using FreeWheelamp8217s signal enrichment tools saw a 57 increase in bid response rate which typically correlates with increased revenue for those ad opportunities3 Thatamp8217s a powerful reminder that incremental improvements in data transparency can translate directly into revenueEqually important is the strategic use of firstparty data As cookiebased targeting continues to erode authenticated audience data has become the currency of trust Publishers who can offer verified privacysafe audience segments provide advertisers with confidence and campaign performance that justify premium pricing3 Lean into the value of live eventsThe definition of amp8220TVamp8221 has expanded and with that advertiser expectations Todayamp8217s buyers want the ability to transact across formats objectives and timeframes that align with shifting campaign goalsOne thing that hasnamp8217t changed though is the power of live events especially live sports In fact 82 of buyers cite access to high value inventory like sports as an important factor when planning video campaigns4Live programming represents the most premium inventory in the marketplace yet many publishers hesitate to make it available programmatically fearing that they wonamp8217t be able to capture its full valueHowever if publishers begin signaling that inventory is tied to live events amp8211 whether sports news or cultural moments they can help buyers recognize its premium nature and justify higher CPMs since advertisers are willing to pay more to reach their audiences in engaging premium environments Making more of this highvalue inventory accessible programmatically not only increases competition but also elevates pricing across the board ultimately helping publishers reclaim the true worth of their streaming assetsUnlocking the strategic value of streaming TVThe state of streaming today mirrors where digital display advertising was a decade ago growing fast innovating faster and in danger of undervaluing itself The challenge is to make sure the market rewards quality not just quantityPublishers who lean into transparency invest in enriched data and evolve their programmatic strategies can not only stabilize CPMs but they can also help reshape how streaming inventory is valued altogetherThe task in front of us is to remind the market of that valueSources1 eMarketer US Ad Prices Have Stabilized for Free Streaming Services and YouTube average US adsupported videoondemand AVOD CPMs by platform Q1 2024Q2 20252 Nielsen The Gauge September 20253 FreeWheel Internal Analysis AprilJune 20254 Ad Perceptions Study Commissioned by FreeWheel August 2025Posted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of 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How Publishers Can Reclaim the True Value of Streaming Inventory

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