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# Guideline’s Q4 outlook: buy retail media and CTV now, wait on TV
- URL: https://fabric-media.ghost.io/guidelines-q4-outlook-buy-retail-media-and-ctv-now-wait-on-tv/
- Published: 2026-08-11T02:01:16.000Z
- Updated: 2026-08-27T00:48:01.000Z
- Description: Guideline’s Q4 forecast says retail media and programmatic CTV prices keep climbing into the holidays, while national TV scatter pricing is softening. Buyers who lock in early on retail/CTV but hold off on broadcast could save money this quarter.
- Author: Fabric.Media Editorial
- Tags: Retail-media

**Why it matters.** Buyers who delay retail media commitments pay higher prices as the sixth straight quarter of increases continues into the holiday season.

*Signal from* [*insideradio.com*](https://www.insideradio.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://www.insideradio.com/free/retail-media-heats-up-tv-cools-down-in-guideline-s-q4-outlook/article%5Fe3681925-0216-4340-a458-417bbbba9d25.html?ref=fabric-media.ghost.io)*.*