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Tatari: buyers still treat YouTube as digital, not TV, despite the scale

Tatari’s Dana Delle argues buyers still purchase YouTube like a digital channel, on CPMs and algorithmic targeting, even though Nielsen counts it as TV and its reach dwarfs linear: CNN, 240 million monthly YouTube views against 550,000 in primetime.

Why it matters. Buyers who rebuild workflows to plan YouTube alongside linear and CTV get cheaper, better-fitting inventory than rivals still buying it as a separate digital line item.

Signal from TVREV · Dana Delle · read the original.

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