Advanced TV (ATV) allows advertisers to use data to target, schedule, purchase, and measure delivery against an advertiser-defined audience.
Advertisers may use ATV as a person-targeting medium in a brand-safe manner to reach audiences as third-party cookies phase-out. Advertisers must, however, be specific about target audiences and consider the shortcomings of ATV before implementing it.
Understanding the ATV landscape can help advertisers activate and allocate budgets aligned with marketing goals. Marketers can leverage addressable TV to target at the household level through cable companies and use connected TV (CTV) and over-the-top (OTT) TV to distribute ads on streaming channels.
Programmatic TV helps purchase and schedule ads across media types. Digital-first brands can expand digital buys in CTV via ATV and access first-party data. Ensure consumer experiences through ATV are seamless and understand data available from particular measurement partners before launching a campaign.
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