CPV by device
Three sourced points, one clean story: the bigger the screen, the dearer the view.
Why TV-screen views price up
Completion and context. TV-screen formats skew non-skippable, so the view you buy mostly finishes; the living room adds co-viewing. Advertisers pay for both, and CTV demand keeps firming per trade coverage AdExchanger, CTV Roundup coverage, 2025-2026. Desktop sits between the sourced points; we do not print an unsourced desktop figure.
The lever Google gives you
CPV campaigns accept device bid adjustments, documented in Google's CPV bidding help Google, Ad tools bidding page, 2026. Splitting bids by device is worth doing only after your own per-device report shows a real efficiency gap; a $0.016 spread between mobile and TV that mirrors the sourced points above is the market, not a problem to fix. Deliberately buying the premium screen is a CTV decision, worked in CTV vs in-stream.
Lever ranking, device splits included: how to lower CPV. All bands: the master table.