“It\u2019s taken time, but OpenX\u2019s 2023 decision to cut resellers out of its marketplace is starting to look prescient. As [Tyler] Romasco put it: ‘We weren\u2019t sure it was going to impact our revenue but we believed it was the right thing to do for the market, having seen what happened on the web and in-app with reselling.’ The bet is starting to pay off thanks to a few converging forces: rising buyer scrutiny due to bigger budgets, the measurable cost of murky inventory and a broader reckoning with how CTV is bought and sold. The result is more marketers, from\u00a0Coca-Cola\u00a0to\u00a0Mars, no longer satisfied with scale for scale\u2019s sake in CTV. They want provenance, accountability and fewer intermediaries muddying the water.”\u00a0\u00a0<\/p>\n\n\n\n