Who Owns the Future of Video? The Battle for CTV's Next Chapter
The competitive dynamics reshaping connected TV and what they mean for publishers.
At Advertising Week NY 2025, the central question was who owns the future of video. Streaming platforms, advertisers, agencies, and viewers all play a role, but data control, not platform dominance, will ultimately shape the industry. Per eMarketer, US CTV ad spend will exceed $40 billion by 2027, with streaming now at 40% of all TV time and outpacing cable and broadcast.
Agencies face real practical challenges. Fragmentation across platforms complicates reporting, premium CPMs create pricing pressure, and walled gardens restrict data access, forcing planners to operate without full visibility. As streaming takes more viewing time and formats evolve, agencies need operational flexibility rather than dependence on any single platform owner.
Loyal's bring-your-own-data model positions agencies as the architects of video's future, letting them combine proprietary data with contextual and behavioral signals while keeping pricing transparent. Agencies that control their own data strategy, rather than just executing media plans, will win client trust and shape where the industry goes next.