Reply To: Is self-serve CTV viable for larger budgets?

[fave_slinger]

Self-serve CTV can absolutely take on bigger budgets, but you will need to rebuild your operating model. Imo, the bottleneck isn’t inventory, it’s governance: frequency across apps, household deduplication, and incrementality testing. If you run it like paid social, CAC will look broken. Treat CTV as a reach and lift layer, then connect it to controlled geo or audience holdouts.