CMO turnover is higher than ever, and AdWeek’slatest report highlights why: C-suite executives cite failure to deliver on promised results and an inability to adapt to changing marketplaces as the top reasons for short tenures. 

In this environment, advertisers need both performance-driven precision and the agility to pivot as audience behaviors shift. That’s where biddable CTV comes in. By enabling precise audience targeting, brands can better capture attention at the right moment, maximize impact, and measure and optimize in real time. In CTV, the ability to both target and shift spend dynamically isn’t just an advantage — it’s a necessity.

1. The most agile brands win: Why flexibility is key to CTV

Biddable has emerged as a game-changing solution, and the industry is taking notice. Since launching TV by OpenX just over a year and a half ago, 72% of self-serve users on our curation platform have tapped into biddable CTV. Our self-serve platform has now grown into a nine-figure business, and we’re just getting started.

Biddable delivers an unmatched level of agility — allowing marketers to optimize campaigns in real time, respond to cultural moments as they unfold, and maximize ROI. 

This shift is being accelerated by evolving brand safety concerns and regulatory changes. Certainverticals face increased uncertainty under the current administration, making long-term budget commitments riskier than ever. Instead of pre-allocating spend to inventory that may not be contextually relevant months down the line, marketers must embrace flexible, data-driven strategies that allow them to pivot as needed.

Biddable levels the playing field for independent agencies

The combination of audience targeting and high-quality inventory have unlocked new TV opportunities for independent agencies, allowing smaller, high-quality brands to compete for premium inventory without the financial investment previously required for linear TV buys. Now, these brands can precisely reach their audiences and tap into major branding moments on the largest screen in the house. Plus, biddable’s unique ability to optimize campaigns in real time enables continuous testing and learning without the need for costly research panels.

And fuels a high-quality ecosystem

Independent agencies and smaller brands aren’t the only ones who benefit. By making CTV more accessible, streamers, broadcasters, and content owners unlock new streams of incremental revenue by tapping into demand from a broader set of advertisers. This not only maximizes yield and fill rates but also reduces reliance on a limited pool of buyers. In an increasingly competitive landscape — and with the rise of real-time live streaming — such diversification ensures the continued development of high-quality content for consumers. With biddable, everyone wins.

2. Cultural moments: The power of real-time optimization

Major live events offer a compelling look at how audience engagement can fluctuate, and why advertisers need the flexibility to adjust their media strategies in real time.

Take the 2025 football halftime show, headlined by Kendrick Lamar. With a record-breaking133.5 million viewers, it became the most-watched halftime show in history. Even as the Philadelphia Eagles turned the big game into a rout, Lamar’s performance became a viral sensation, driving engagement and solidifying its status as a must-watch cultural moment.

In contrast, pro basketball’s all-star game, which introduced a new tournament-style format, struggled to attract viewers. Averaging just 4.7 million viewers across all platforms, it saw a13% decline year over year, making it the second-least-watched all-star game ever. As live events — especially sports — become more available programmatically, brands no longer have to rely solely on guaranteed buys to align with these moments. They can pivot dynamically to reach the right viewers across premium inventory. At the same time, publishers can tap into new demand in real time as viewership unfolds.

How biddable solves for unpredictable ratings

For advertisers, volatility poses a major challenge — especially for brands that depend on reaching a precise audience at scale. In the past, they could bank on predictable ratings, knowing that a prime-time TV buy would reliably deliver the impressions needed to drive sales. But with shifting viewership patterns, that certainty no longer exists. If a tentpole event underperforms, the expected audience might never materialize, putting campaign ROI at risk.

This growing gap between projected and actual performance is one of the biggest reasons CMOs are under pressure. In today’s landscape, advertisers need more than static, pre-planned buys — they need agility. Biddable CTV provides that flexibility, allowing brands to shift spend dynamically, optimize against real-time engagement, and ensure their investments align with actual audience behavior, not just projections.

3. OpenX is leading the way in biddable CTV

At OpenX, we recognized the need for a smarter approach to biddable CTV, which is why we pioneeredTV by OpenX. Our solution safeguards premium TV content from the devaluation seen in display and video. By preserving the value of premium inventory, we provide advertisers with enhanced bid guidance and accurate attribution while ensuring publishers maximize their revenue potential. 

The future of TV advertising is clear: biddable is here to stay, with an overwhelming 75% of CTV nowtransacted programmatically. While this includes a mix of transaction types, the shift toward audience targeting underscores the growing demand for flexibility, efficiency, and real-time optimization that biddable uniquely delivers.

As we continue to innovate and invest in solutions that unlock value for both buyers and publishers, biddable CTV will remain at the heart of our strategy. The ability to shift budgets dynamically, optimize campaigns in real time, and capitalize on cultural moments isn’t just a competitive advantage, it’s the new industry standard.