ctv · buying · 2026-07-18
Questions to ask before you spend on CTV
A practical list of questions for any CTV vendor — inventory, measurement, minimums, data ownership, and whether connected TV shares a seat with the rest of your media.
Before you commit six figures to connected TV, get answers in writing. These questions work for any vendor — they are about control and transparency, not brand names.
Access and economics
What are the spend minimums and contract terms? Is pricing a published take rate or a negotiated black box? Can you start small and scale without re-papering?
Delivery and measurement
Can you see which apps and networks actually served? Is frequency capped at the household level? Do you get first-party pixels or only platform-attested conversions? Who owns the data if you leave?
Operations
Is CTV on the same seat as display and audio? Can your team traffic without a managed desk? If automation exists, can you turn it off and audit every change?