Improve measurement and pricing to boost CTV programmatic buys

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 26, 2021, 2:48 AM GMT+0

Advertisers should highlight the benefits of programmatic buying in CTV to premium broadcasters.

As consumers adopted streaming media amid the COVID-19 pandemic, the use of programmatic ad buying for connected TV (CTV) also grew. With the buying process still resembling that of traditional TV, users’ experiences are incoherent and advertisers are struggling to yield the complete benefits of CTV.

The author contends improving programmatic and automation via biddable markets can help CTV advertisers leverage the full benefits of the programmatic infrastructure. Further, programmatic enables the same buy insertion on previously made orders. However, restrictions in programmatic prevents the commercialisation of CTV buys.

Prioritising measurement and attribution can help advertisers improve their buying strategy to control the frequency and optimise measurement and pricing discovery efforts. Innovating and investing in infrastructure can help the industry effectively use programmatic for CTV ad buying.

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