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Guideline’s Q4 outlook: buy retail media and CTV now, wait on TV

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.

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 · read the original.

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