Maximizing Revenue from CTV Inventory: Key Strategies for Publishers

As Connected TV (CTV) consumption grows, so do the revenue opportunities for publishers.

But more screens don’t always mean more money especially if your monetization setup isn’t built for today’s CTV environment.

If you’re a publisher looking to get more out of your CTV inventory in 2025, this blog breaks down what’s working, what’s hurting fill rates, and where the real revenue potential lies.

Why CTV Monetization Isn’t Just Plug and Play  

CTV might sound like this great opportunity. More viewers, longer watch times, and higher CPMs. But in reality, many publishers are leaving revenue on the table.

  • CTV doesn’t work the same way as web or mobile. The tech setup, how people watch content, and the type of formats used it’s all different.

  • Advertisers come in expecting more. They’re looking for top-tier inventory with high viewability, precise targeting, and measurable outcomes.

  • But a lot of that inventory ends up going unused mostly because publishers either don’t have the right setup or aren’t using the best strategy to connect with demand.

Don’t Skip These CTV Setup Essentials in 2025

Let’s start with the fundamentals. Here are a few things every publisher should lock down:

1. Ensure Accurate Ad Declarations

Google and other platforms now require detailed, transparent labeling of your inventory types and placements. If these aren’t clear, demand sources may avoid your inventory.

2. Use the Right VAST Setup

Make sure your VAST tags follow platform specific rules. If ads don’t render properly or if measurement doesn’t work, you’re going to lose out on revenue.

3. Avoid Serving Ads When No One’s Watching

Don’t refresh or serve ads when screens are inactive or the content isn’t actually being viewed. This can lead to policy issues and reduce trust with buyers.

4. Display Ads Without Delay

For DOOH and similar formats, ads must show immediately after the request not minutes later. Ad delays can result in missed impressions and wasted opportunities.

The Real Challenges Publishers Face with CTV Fill Rates

Even when the setup is right, fill rates can fall short. Here’s what we’re hearing from publishers:

1. Mismatch between inventory and demand

Not all demand partners are built for CTV. If you’re relying on partners who primarily buy web traffic, you’re going to have unfilled spots.

2. Poor segmentation

Advertisers want to target by device type, content category, and viewing time. If your data is too general, they’ll skip bidding.

3. Inconsistent performance metrics

Buyers expect viewability, completion rates, and engagement metrics. If those aren’t being passed back correctly or if your video player isn’t optimized you’ll miss deals.

4. Pricing that scares buyers off

Many publishers set price floors too high, hoping to keep CPMs up. But if the floor is unrealistic, buyers don’t bid and inventory stays unsold.

CTV Monetization Strategies That Are Working in 2025

1. Commercial breaks

Breaking long-form content into structured ad pods (like TV commercial breaks) works well. But adding frequency capping and mixing skippable/non-skippable units increases user tolerance.

2. Contextual Targeting at the CTV Level

Without cookies, contextual data is becoming more important. Publishers who categorize shows by genre, mood, or audience type are seeing higher fill rates and CPMs.

3. Interactive Video Ads

Shoppable ads, QR codes, and remote-controlled interactions are delivering better engagement and higher bids from brands that want to drive direct response.

4. Partnering with CTV-Focused SSPs

Not all supply-side platforms are built for CTV. Publishers working with SSPs that specialize in video and OTT are getting more demand and better matching.

How to Keep Your CTV Revenue Growing

Things change fast in CTV, so staying sharp is key:

  • Check your inventory setup often to fix issues and spot new chances to improve.

  • Look at how each demand partner is performing don’t hesitate to try others if things feel slow.

  • Make sure your ad tech is giving you clean, useful data. Buyers want transparency.

  • Organize your content clearly so it’s easier for advertisers to target the right audiences.

  • Watch for updates from Google and major DSPs rules shift, and staying informed helps you avoid surprises.

Final Thoughts 

CTV monetization is no longer just about filling ad slots. It’s about creating a structured, transparent, and performance ready environment that buyers want to invest in.

If you’re not seeing the revenue you expected, you might wanna change your strategy.

How MagicBid Helps You Earn More

CTV Monetization

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

  • Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
  • In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
  • CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.