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This morning, AdExchanger published an insightful piece highlighting a critical challenge in the Connected TV space—premium publishers increasingly bundling their streaming inventory in opaque ways that limit advertiser visibility. Rather than providing app and show-level transparency within the bid stream—where it can be actioned—advertisers are often left with fragmented, one-off reports that offer little opportunity for strategic optimization. By adopting these black-box models, publishers are inadvertently undermining their own value. Their most significant asset—the premium content they produce—is being devalued when advertisers cannot effectively align their investments with the programming that resonates most with their audiences. The reality is that advertisers are willing to pay higher CPMs for impressions with full content transparency because it allows them to make more informed decisions and, ultimately, drive better performance. This principle has long been the foundation of linear TV, where show-level buying had created a thriving, demand-driven ecosystem rooted in transparency and accountability. At Rain the Growth Agency, we’ve seen firsthand how transparency fuels success in CTV. By leveraging show & channel level data and aligning our digital buying strategies with the programming that has proven effective in our clients’ linear campaigns, we’re driving significant performance gains. And are willing to pay higher cpms than we otherwise might. We’re working with partners like Spectrum Reach, Samsung Ads, fuboTV Network & DIRECTV which provide the transparency needed at the show & network level to make data-driven investment decisions that maximize ROI through our custom algorithms & buying strategies. A notable example is Alexander Groysman at Spectrum Reach, who has led the charge in developing one of the most comprehensive and well-structured content metadata sets in the industry. His work has set a new standard for transparency, enabling advertisers to better understand performance at a granular level and optimize their spend accordingly. As streaming networks attempt to replicate the playbook of tech companies, they risk overlooking a crucial difference: they are not technology companies. They lack the same product offerings, incentives, and advertiser appeal that drive digital platforms’ success. In chasing the tech model, they may ultimately lose what has always differentiated them—high-quality, trusted content that brands are eager to invest in when they can do so with confidence and clarity. Publishers who prioritize transparency stand to gain the most, while those who don't risk leaving money on the table and eroding advertiser trust. It’s time to rethink the approach before it’s too late. Link to article in comments.