CTV will dominate the cookie-less world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 10, 2021, 4:57 PM UTC

Connected TV is emerging as a viable alternative to cookies by providing scalable targeting and insights for advertisers.

A recent Nielsen study found 92% of adults aged between 18 and 49 live in homes with CTV access. Another Samsung study found consumers spend around 80 minutes per day with ad-supported streaming content. These numbers indicate CTV has become a scalable advertising medium that does not rely on cookies.

With the demise of third-party cookies, the importance of CTV ads will further increase significantly. CTV players also follow both new privacy laws and industry recommendations from the IAB, making them a safer alternative to cookies.

Advertisers can blend CTV first-party data with their audience data and third-party data to effectively find and communicate with audiences at scale. By matching TV (both linear and CTV) ad data with sales data, advertisers can accurately find out how many news sales were generated by TV ads.

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