CTV / OTT
Same reach, lower effective CPM
Regional retail chain
Regional CTV and OTT buys pay twice for the same living room more often than anyone would like. Household duplication and low-completion inventory quietly raise the effective CPM while the reach report still looks fine.
Monthly spend
$120,000
Savings found
$27,000
Your share (50%)
$13,500
What we found
Duplicate households and low-completion inventory were inflating the CPM. Pruning them held incremental reach flat at a materially lower price.
- Duplicate households identified and suppressed before the impression is bought
- Low-completion inventory pruned so paid views actually finish
- Incremental reach held flat at a materially lower effective CPM
Modeled example, not an audited client result. Ranges reflect waste patterns we typically see on this channel.
Want your own number?
Bring one live video campaign. We freeze a baseline in writing, run read-only until you approve, and split whatever we save 50/50. $0 upfront.