The Local Media Margin Crisis: Why “Premium” Inventory Isn’t Always What It Seems

For many local media companies, one of the biggest frustrations in today’s CTV marketplace is paying top CPMs for “premium” inventory that doesn’t always live up to the promise. You’re told you’re buying access to trusted, household-name platforms, only to discover those placements bundled with lesser-known channels or filler content—and all priced as if every impression carried equal value.

The result: thinner margins, harder conversations with clients, and a growing concern that “premium” no longer means what it should.

It doesn’t have to be that way. True premium inventory should deliver what clients expect—ads in recognizable, brand-safe environments that drive measurable outcomes, not a diluted mix of quality and filler. With the right partner, you can gain transparency into what you’re buying and ensure every dollar works harder. Premium should mean premium—and with the right approach, it can.

Why Transparency Matters More Than Ever

Connected TV (CTV) has become one of the fastest-growing channels in digital advertising, offering unmatched reach and impact on the biggest screen in the house. For local media companies, that growth creates enormous opportunity—but also more complexity, especially without clear visibility into inventory.

Industry data underscores the risk. DoubleVerify reports that bot fraud accounts for 65 percent of all digital ad fraud in CTV environments, while Pixalate found that nearly 22 percent of U.S. CTV programmatic traffic is invalid. Without transparency, media buyers may end up paying premium prices for impressions that fail to deliver premium value.

That doesn’t mean pulling back on CTV. On the contrary, these challenges highlight the need for intentional supply strategies and transparent partnerships. When you know where ads are running, who they’re reaching, and how placements connect to client outcomes, CTV can outperform other digital channels in both efficiency and impact.

Transparency isn’t just about cutting waste—it’s about unlocking CTV’s full potential. With the right partner, local teams can gain the clarity and confidence to turn CTV into a driver of performance, outcomes, and stronger client relationships.

The Real Opportunity: CTV Done Right

With transparent inventory access, CTV becomes a true differentiator for local media companies, enabling them to deliver enterprise-level results while protecting margins.

The value starts with ensuring that “premium” really means premium. Trusted partners provide direct access to recognizable, brand-safe publishers, rather than bundling high-value and filler inventory together. That visibility not only protects budgets but also reinforces client trust.

Transparency also powers targeting precision. CTV allows advertisers to reach audiences at the right time, in the right context—whether the goal is building brand awareness, engaging high-intent shoppers, or driving conversions. Verified placements and data-driven targeting turn impressions into meaningful outcomes, not wasted spend.

Most importantly, CTV enables outcome-driven planning. Unlike traditional TV, campaigns can be tied directly to business results such as traffic, leads and sales. For local advertisers, that ability to link ad spend to tangible outcomes is a game-changer.

When done right, CTV isn’t just another channel in the mix—it’s the growth channel. With a transparent partner, local teams can compete with national players, meet client expectations and scale results efficiently.

What Local Media Teams Should Look for in a Partner

The promise of CTV is clear: unmatched reach, precision targeting and measurable impact. But success depends on choosing the right partner. Decision-makers should look for:

• Direct access to premium publishers. Campaigns should run on trusted, recognizable platforms without filler inventory that dilutes value.
  
• Multi-platform buying capabilities. Relying on a single DSP limits flexibility. The right partner offers access across platforms and publishers for greater reach and control.
  
• Transparent, actionable reporting. Clients expect clarity. Reporting should be detailed yet digestible, making it easy to show performance and ROI.
  
• Support tailored to local workflows. Local teams operate differently than large agencies. The best partners integrate seamlessly into existing processes without adding complexity.
  

This checklist isn’t about avoiding pitfalls—it’s about building confidence, protecting margins and creating a competitive advantage.

Why Work with Digital Remedy

At Digital Remedy, we believe premium should always mean premium—and we’re built to deliver it without compromise. Our approach combines transparency, direct publisher access, and outcome-based strategy to help local media companies succeed in today’s complex CTV marketplace.

What Sets Us Apart

• Direct, transparent access. We work with leading publishers to ensure ads run in trusted, brand-safe environments—not buried in opaque bundles.
  
• Pricing clarity. No hidden markups or inflated CPMs. Every dollar is accounted for, giving teams confidence in their buys.
  
• Outcome-based strategy. We go beyond impressions, tying campaigns to business results such as traffic, leads and conversions.
  
• Tailored reporting and support. Our tools are designed to be client-friendly, while our team integrates with local workflows to provide hands-on support.
  

Digital Remedy empowers local media companies to deliver enterprise-level video results while maintaining control and profitability. 

We believe premium should always mean premium. That’s why we give local media teams the strategy, technology and support needed to deliver true value—direct access to trusted inventory, transparent pricing and outcome-based reporting that protects margins and builds client confidence.

Ready to make sure your premium dollars deliver premium results? Connect with us today and see how Digital Remedy can turn your media strategy into measurable growth.