Source: Beet
After years of hype, CTV platforms are delivering granular audience data and performance metrics that traditional cable cannot match—enabling advertisers to see exactly which viewers watched which ads and whether they acted on them. This shifts negotiating power away from legacy TV's opaque ratings monopoly toward streamers and platforms that can prove ROI. Performance-minded brand budgets now default to CTV; cable networks can no longer defend themselves with demographic estimates alone. Advertisers stop paying for reach they cannot verify and demand the same accountability from linear TV that they've had from digital for over a decade.