TVIQ, a global leader in connected TV (CTV) revenue operations, has unveiled its new initiative, The Framework for Publisher Empowerment, aimed at reshaping the CTV monetization landscape. The framework provides a strategic roadmap for how inventory is owned, represented, and transacted, offering a more balanced set of guidelines that industry trade groups, buyers, streamers, and publishers can adopt to drive mutual value across the supply chain.
CTV publishers have long faced structural challenges that limit their control over revenue. Distribution platforms often dictate ownership rights over inventory, bid requests are routinely undervalued by intermediaries, and publishers have restricted ability to represent and price their own supply. These systemic issues have created barriers between publishers and the advertising revenue generated by their content. TVIQ’s new framework seeks to address these imbalances by establishing a set of principles that empower publishers to reclaim control over their inventory and partnerships.
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“Regardless of the discussion about the supply chain, fundamentally the game is rigged against publishers in the CTV space, and we intend to change the paradigm,” said Scott Ryan, CEO and founder at TVIQ. “The purpose of The Framework for Publisher Empowerment is to create an agreed-upon baseline for inventory sharing contracts, akin to the IAB’s T’s & C’s, that addresses how CTV publishers and distributors control their ad space. Ultimately, each publisher is free to set the terms of their own partnerships, but we believe that those terms need to be rooted in a standardized set of principles that put the publisher first.”
By introducing standardized terms and guiding principles, TVIQ’s initiative aims to provide publishers with greater leverage in negotiations, improve transparency, and unlock the full value of their content in the rapidly evolving CTV ecosystem. The framework represents a step toward fairer, more efficient monetization practices, ensuring that publishers can participate equitably in the growing CTV advertising market.
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