While CTV has become a heated topic among experts, most advertisers admitted that many measurement and attribution challenges were unresolved.
With the deprecation of third-party cookies, most of the digital ad industry buzz in the first quarter and second quarter of 2021 were centred around customer data and legitimate ways of obtaining it. Similarly, with such trends following in other niches of the global online ad market, the CTV sector has also been rapidly shifting the focus of its development to programmatic advertising over the past year.
Moreover, due to the massive market capitalisation and the rapid growth of FAST and AVOD services, the programmatic CTV sector is expected to accelerate in 2022. To keep up with the competition and enhance the capabilities regarding the CTV environment, the author expects further upgrades in the video ad server tech solutions on a global scale.
The acceleration of CTV programmatic sector will further leave an impact on CTV OS operators. CTV OS operators have access to audience data, including their streaming patterns and content/ad preferences. This data can become a valuable second-party data asset in the next year. Additionally, this acceleration will open the way to launch many newer relevant CTV apps and services.
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[3 minute read]