Because ad-supported CTV content experience isn't calibrated for appropriate ad breaks, ads often disrupt the viewing experience.
Intrusive ad breaks or repeat ads can be disruptive to the viewing experience and are some of the most common “pet peeves” of the ad-supported CTV. When publishers sell inventory to third-party media buyers, they have access to a lot of overlapping inventory, resulting in repeated ads.
The lack of communication between publishers, distributors, and SSPs due to obstacles in categorising ads and sharing of information can be attributed to repeated ads. According to Roku's Louqman Parampath, for content that isn't calibrated for ad breaks, media buyers can catalogue content from each partner to provide ad breaks consistently, without abruption.
Furthermore, because VOD inventory is sold upfront and programmatically, breaking ads in live content can be difficult due to the unpredictability. To avoid showing the "We'll be back" slates, on-demand platforms broadcast unrelated ads in the unsold slots or skip the break entirely. The author contends, CTV is yet to mature, and would take some time before it addresses these streaming glitches.
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[6 minute read]