2027 North America Software Engineering Internship

Why CTV revenue isn't keeping pace with audience growth. CTV is having a moment - but for media owners, the narrative isn't lining up with reality. The streaming audience keeps growing. Nearly three in four advertisers plan to increase CTV spend this year. Recent moves like Viant's acquisition of TVision and Publicis' $2.2B agreement to acquire LiveRamp show where the buy side is putting its money: signal quality and identity infrastructure. The category is expected to hit $46 billion by 2028 - with half of all CTV/OTT advertising purchased programmatically. And yet, revenue for publishers keeps lagging. Fill rates shift without a clear cause. CPMs stay flat or soften. Reporting doesn't explain it, and many assume the problem is on the demand side, when it usually isn't. If that pattern sounds familiar, you're not imagining it. In a recent EX.CO survey of CTV media owners, nearly 80% said they believe their current setup is leaving revenue on the table. That distance - between what CTV inventory is worth and what media owners are actually realizing - has a name. EX call it the yield gap, and it's the topic of its newest industry guide. Three reasons the CTV yield gap persists The yield gap isn't a demand problem, even though it can look like one. It's a structural mismatch between how CTV inventory is bought today and the infrastructure used to sell it. When EX asked CTV media owners to name the biggest limiter on their revenue growth, three issues rose to the top: low bid density, floor pricing challenges, and inefficient auctions. Most legacy pipes were retrofitted from display: designed for banner auctions, not ad pods; with decisioning for single impressions, not sequential slots; and built for a world where signal loss was an inconvenience, not a CPM problem. As CTV grew, new SSP integrations got layered on top - with little visibility into what's actually happening at the impression level. These structural issues don't show up in standard reporting: * Signal degradation. Content, audience, and pod-level signals routinely get stripped or dropped as bid requests move through the supply chain. When buyers can't see what they're bidding on, they bid less - and the CPM impact is bigger than you'd think. * Static floor pricing. CTV inventory value changes by daypart, content type, device, and live market conditions. Most floors are set manually and revisited quarterly. The mismatch leaves money on the table in strong weeks and suppresses fill in soft ones. * Legacy auction architecture. Since most CTV programmatic stacks were retrofitted from display, they evaluate each ad slot in isolation. CTV pods don't work that way, and the mismatch shows up as lower CPMs, partial fill, and timeouts. Why adding more SSPs won't fix monetization For years, the default playbook for closing the CTV yield gap was simple: add more demand partners. More SSPs, more integrations, more bidders. More competition to lift CPMs. That strategy has hit diminishing returns. The average CTV platform now authorizes around 30 SSPs to sell its inventory - roughly double a year ago. But more partners have produced more reselling, not more revenue. And reseller economics inflate what buyers pay without additional dollars flowing back to publishers. Meanwhile, the buy side is moving in the opposite direction. Major DSPs and agencies are actively consolidating spend onto fewer, more direct supply paths. The more SSP integrations a publisher adds, the noisier they look to the buyers running supply path optimization - and the less spend moves their way. The answer isn't more demand - it's smarter infrastructure The good news in all of this? The yield gap is mostly a technology problem, which means it's solvable - and not by rebuilding from scratch. When EX asked CTV media owners to name the biggest barrier to changing or upgrading their stack, the answer wasn't switching costs or ROI uncertainty. It was internal resource and engineering constraints. What's changed in the past 12 months is the kind of infrastructure available to the majority of mid-tier CTV media owners - operators with real programmatic complexity but without the engineering bench that the major streamers can throw at it. ML-driven decisioning that used to require a dedicated yield engineering team is now within reach as a layer that works alongside the SSPs and ad server you already have. Smarter auctions, not more partners. It's also arriving just in time. The Trade Desk's recent acquisition of Sincera - a company built around signal quality intelligence - and Pinterest's acquisition of tvScientific both prove the buy side is investing in performance-driven CTV. Agentic AI buying systems will only accelerate the consolidation already seen in recent acquisitions, raising the cost of an unoptimized stack. The media owners who close their yield gap in the next 12 months will capture a disproportionate share of this consolidating spend. The ones who don't may find themselves continuing to lose buyer share, even if their content and audience are stronger. Stop leaving CTV revenue on the table Its new guide, Closing the CTV Yield Gap, walks through the key fixes for media owners: * Survey insights on CTV owners' top monetization barriers, priorities, and bets * Which monetization challenges SSPs can - and can't - solve * How to prepare for agentic advertising's CTV supply chain impact * How one CTV media owner recovered 33% more revenue in 30 days * A four-step audit any revenue lead can run in two weeks to find their gap See where the gap lives in your stack. Access the full guide below. Get the guide Why Publishers Are Leaving Money on the Table With Irrelevant Video About Tammy Blythe Goodman. Tammy Blythe Goodman is VP, Brand Marketing & Communications at EX.CO. Prior to joining EX.CO in 2022, Tammy managed global communications at Taboola, Innovid, and SpotX, respectively. She has an MFA in Film from Columbia University and a BA in Communications and Literature from American University. Tammy lives in New York City and is a proud rescue dog owner and passionate pluviophile.

The Trade Desk appoints Ron Lamprecht as Chief Business Development Officer, Senior Vice President. July 17, 2026 VENTURA, Calif. - (BUSINESS WIRE)- The Trade Desk, a leading global advertising technology company, today announced the appointment of Ron Lamprecht as Chief Business Development Officer and Senior Vice President. In this newly created role, Lamprecht will build strategic partnerships that expand its market opportunity, develop new commercial models and enterprise-wide global opportunities. He will report to Chief Operating Officer Vivek Kundra and be based in New York City. Lamprecht brings more than 25 years of experience driving growth and strategic partnerships across the technology and media industries. Most recently, he spent seven years as Director of Corporate Business Development at Amazon leading strategic initiatives and partnerships. Prior to Amazon, Lamprecht held a variety of leadership roles over an 18-year career at NBCUniversal, including Executive Vice President of Digital Enterprises. "Ron has a proven track record of building strategic partnerships and identifying new opportunities that create long-term value," said Vivek Kundra, Chief Operating Officer at The Trade Desk. "As advertisers and media owners navigate a rapidly evolving landscape, we're investing in the relationships and capabilities that will help our clients grow. Ron's deep experience across technology, media, and enterprise business development makes him the ideal leader to help accelerate our next phase of growth." "The advertising industry is entering an exciting new era, and The Trade Desk is uniquely positioned to help shape its future," said Lamprecht. "I've long admired the company's commitment to innovation, customer success and the open internet. I'm excited to join this exceptional team and work alongside our partners to deepen strategic relationships, unlock new opportunities for growth and help drive the next chapter of the company's success." The newly created role reflects The Trade Desk's continued investment in expanding strategic partnerships and accelerating long-term growth across the global advertising ecosystem. Lamprecht will start on July 27th. His hire follows the recent appointments of Nate Olmstead as Chief Financial Officer, Sarah Gavin as Chief Marketing Officer, Executive Vice President and Kristi Argyilan as Chief Commercial Officer, Executive Vice President, further strengthening The Trade Desk's executive leadership team as the company enters its next phase of growth. About The Trade Desk The Trade Desk(TM) is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow The Trade Desk on Facebook, Twitter, LinkedIn, and YouTube.