Bringing Buy and Sell-Sides Together for Better Data-Driven Outcomes in CTV

Countless missives have been written about how CTV is changing advertising, that there’s not enough inventory to meet demand, measurement is substandard, or even that there is not enough data available. That last piece is a big sticking point, as buyers want more granular data about the CTV content in order to better target CTV inventory, while publishers want to protect their interests, fearing that granular data will divide inventory so finely that yield will plummet.

Fortunately, in what feels like a deadlock, there is actually a solution for both sides to try something new—optimization that connects insights from both supply and demand sides. 

It works by enabling publishers or an intermediary to create matching segments based on the channels and/or content that the audience is consuming. Curated inventory is then matched with the selected audiences, which is delivered as a package in a single Deal ID that is then dropped into a campaign as a single line item. In this scenario, the advertiser is able to leverage show-level data to enhance their targeting without causing the publisher to lose revenue. Adding this layer of optimization ensures specific supply-side insights and optimizations not only enhance CTV campaign performance but also feed back to the demand side. When used in concert with proven CTV strategies, such as the inclusion of companion campaigns, CTV results are even better.

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