At Marketecture Live III in New York City, Mario Diez, Chief Executive Officer, Peer39, and David Nyurenberg, SVP of Digital, InterMedia Advertising, broke down the biggest challenge in CTV today: the lack of signal transparency.They explored how missing or inconsistent data in the bidstream leads to inefficient buying, commoditized inventory, and limited optimization. Backed by real research and case studies, the conversation highlights why richer signals, better supply paths, and industry-wide transparency are critical to unlocking CTV’s full performance potential.Takeaways 60% of CTV inventory is blind, lacking usable signals for buyers Without signals, algorithms cannot optimize effectively Completion rates can be misleading without content-level context Signal transparency enables better performance even at higher CPMs Supply path optimization should prioritize signal quality, not just cost Publishers can increase value by sharing more data, not less Lack of transparency leads to commoditization of premium inventory. Industry-wide collaboration is needed to improve signal standardsChaptersLearn more about your ad choices. Visit megaphone.fm/adchoices