1/n. Been thinking about risk of CTV going walled garden. I think it's small. For that to happen, CTV platforms have to integrate 2 layers: 1) between CTV app and SSPs, and 2) b/n SSP and DSP. They'd have to disallow 3rd parties or heavily favor its own in each layer
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2/n. Currently both of these layers have multiple 3rd parties - hard to change. Fragmentation of CTV platform (Samsung, Xbox, Playstation.. etc) decreases platforms' ability to force publishers to use captive SSPs. So 3rd party SSPs continue to thrive - - no walled gardens.
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3/n.
That's removes a big theoretical risk for $TTD . See more detailed discussion in my post here:
https://greytabinvest.blogspot.com/2020/01/ctvs-walled-garden-risk-and.html …
15:11 - 29. sij 2020.
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