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# CTV bid request inefficiencies are quietly costing publishers 20-40% in revenue
- URL: https://fabric-media.ghost.io/ctv-bid-request-inefficiencies-are-quietly-costing-publishers-20-40-in-revenue/
- Published: 2026-08-19T14:59:50.000Z
- Updated: 2026-08-22T22:02:47.000Z
- Description: Shinka CEO Kieran Greene says CTV publishers lose significant revenue not from data withholding but from poorly formatted bid requests and missing signals that never reach buyers, since ad servers prioritize their own demand paths over third parties.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, Tim Cross-Kovoor

**Why it matters.** Publishers relying on vertically integrated ad server stacks are leaving bid density and CPM upside on the table unless they add independent tools to enrich and translate signals for every demand partner equally.

*Signal from* [*videoweek.com*](https://videoweek.com/?ref=fabric-media.ghost.io) *·* [*Tim Cross-Kovoor*](https://fabric-media.ghost.io/tag/by-tim-cross-kovoor/) *·* [*read the original*](https://videoweek.com/2026/08/19/publishers-are-leaving-money-on-the-table-in-programmatic-ctv/?ref=fabric-media.ghost.io)*.*