Leverage ad-supported CTV to gather IDs from the open marketplace

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 04, 2021, 11:50 AM GMT+0

Contextual signals and connected TV (CTV) data can help advertisers effectively target consumers.

Owing to CTV frauds, the bulk of CTV ad buys are done through a private marketplace (PMP) rather than open marketplaces (OMP). However, marketers can acquire IDs from CTV in the OMP without third-party cookies, from ad-supported video on demand (AVOD) streaming ecosystems.

Brand safety tech in CTV inventory, like Ads.cert 2.0 from the IAB Tech Lab, will allow advertisers to verify the servers sending data. If publishers in streaming apps surface their inventory, CTV IDs like RIDA (Roku), AFIA (Amazon), and others can help advertisers scale audiences in the OMP.

Developing the AVOD ecosystem with bidding tech and thinking beyond broadcast video on demand (BVOD) can scale CTV inventory. Ad-supporting streaming services can help ad buyers gather CTV inventory containing IDs and contextual data.

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