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Evolving CTV Ad Buying: New Models Address Programmatic and Direct Limitations
The Connected TV (CTV) advertising landscape is seeing new buying models emerge, aiming to overcome the inherent compromises of traditional programmatic guaranteed and direct insertion order approaches. These innovations seek to enhance transparency, efficiency, and control for advertisers seeking premium inventory.
What Happened
- •Traditional CTV ad buying methods, programmatic guaranteed (PG) and direct insertion orders (DIO), present distinct trade-offs.
- •PG offers automation but can lack transparency and control over specific placements.
- •DIO provides direct publisher relationships and premium access but is often manual and less scalable.
- •New models are being developed to combine the benefits of both, improving efficiency and transparency.
- •The goal is to reduce compromises related to cost, execution, and inventory quality for advertisers.
- •Source: AdExchanger, 20 March 2026.
Why It Matters for NZ Marketers
- •As CTV adoption accelerates in New Zealand, marketers need more sophisticated ways to reach engaged audiences.
- •NZ advertisers often face limited premium inventory, making efficient buying models crucial for impact.
- •Local agencies and brands can gain a competitive edge by understanding and adopting these advanced buying strategies.
- •Improved transparency in CTV buys will help NZ marketers better justify spend and demonstrate ROI.
- •The local market's smaller scale means efficiency gains from new models can have a disproportionately positive effect.
- •These advancements could democratise access to premium CTV inventory for a broader range of NZ advertisers.
Strategic Implications
- •Marketers should evaluate current CTV buying strategies for efficiency and potential compromises.
- •Explore hybrid buying models that offer greater control and transparency beyond standard programmatic or direct deals.
- •Prioritise partners and platforms that offer enhanced data insights and granular inventory access for CTV campaigns.
- •Invest in internal capabilities or agency partnerships that understand the nuances of evolving CTV ad tech.
- •Advocate for greater transparency from local publishers and platforms regarding inventory quality and pricing.
- •Develop a flexible CTV strategy that can adapt to rapid changes in buying mechanisms and audience consumption.
Future Trend Signals
- •Increased convergence of programmatic efficiency with direct deal quality in CTV buying.
- •Greater demand for granular control over ad placements and audience targeting within premium CTV environments.
- •Development of more sophisticated marketplaces facilitating transparent, efficient premium CTV transactions.
- •Shift towards outcome-based buying models as measurement capabilities improve in CTV.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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