The ARC Playbook For CTV Networks: How CTV Networks Scale Faster with Dynamic Optimisation

The growth of CTV - with a projected 13.3% YoY spend increase in 2025 - has made it an increasingly valuable channel in programmatic advertising. However, despite the growth, CTV remains an operationally complex environment. Quality inventory, changing demand levels, tight QPS limits and issues with creative delivery means that outcomes and yield can fluctuate rapidly. Regardless, most CTV networks are growing using batch optimisations with regular reporting cycles leading to manual decision making and reactive changes. An approach that will not be able to keep up with CTV’s growth.

The CTV networks that will be able to match the channel’s rise will be the ones with the ability to make quick and reliable optimisation decisions. It’s in this scenario that Limelight’s latest product, Adaptive Rules Center (ARC) - a rule-based toolkit that lets partners automate performance optimisations across their RTB stack - proves most valuable.

Read on for practical insights on how CTV networks can scale effectively using ARC.

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