We've Got Receipts

    — Topic —

    Ctv

    5 receipts tracked • 88% industry hit rate

    — Filed —

    5 receipts on Ctv

    Browse all →

    RECEIPT #EVAN-S

    DEC 23, 2024

    Partially right.

    PREDICTION BY

    Evan Shapiro
    “2025 PREDICTION #2: RETAIL MEDIA WILL GO MORE MAINSTREAM NEXT YEAR, WITH A WAVE OF RETAIL MEDIA ON CTV.”

    FOLLOW-UP

    Retail media on CTV continues to be a trend in 2026, as evidenced by Shapiro's comments in a Roku webinar. However, specific 2025 spend figures for 'retail media on CTV' are not provided to fully verify the prediction's 'mainstream' claim. The general growth of retail media and its overtaking of global TV ad revenues in 2025 (per GroupM) supports the overall trend, but the CTV-specific aspect for 2025 remains unquantified in the provided text.

    ctvretail-media

    RECEIPT #MYLES-

    JUN 15, 2022

    Called it.

    PREDICTION BY

    Myles Younger
    “CTV is going to look a lot more like programmatic display than anyone in TV is ready for — fragmented inventory, walled-garden measurement, and identity wars.”

    FOLLOW-UP

    Validated by 2024: Netflix/Amazon/Disney all running auction-based ad stacks, identity fragmentation forced cross-measurement deals, and CTV upfronts shifted to programmatic guarantees.

    adtechctvmeasurement

    RECEIPT #SAHIL-

    JAN 15, 2022

    Called it.

    PREDICTION BY

    Sahil Patel
    “Netflix swore it would never run ads. The math on subscriber growth in saturated markets makes an ad tier inevitable — probably within 18 months.”

    FOLLOW-UP

    Validated within months: Netflix announced ad tier April 2022, launched November 2022 with Microsoft as partner. By 2024 ad tier was their fastest-growing segment.

    ORIGINAL SOURCE

    WSJ
    ctvmediastreaming

    RECEIPT #PETERS

    MAY 16, 2022

    Called it.

    PREDICTION BY

    Tim Peterson
    “Connected TV is about to swallow the upfronts. Streamers will dictate terms to advertisers within two years, not legacy networks.”

    FOLLOW-UP

    Peterson's 2022 CTV call. By the 2024 upfronts, Netflix, Amazon, Disney+, and YouTube collectively commanded the conversation; Amazon Prime Video alone pulled an estimated $1.8B in upfront commitments in year one.

    ORIGINAL SOURCE

    Marketing Brew
    ctvmarketing-adstv-streaming