Making CTV more transparent

CTV Advertising

On programmatic CTV, brands ought to be able to obtain increased transparency. Publishers should receive something in return for giving this information, which is also vital. But the system mechanics aren’t a cakewalk. Consumers of linear media can select particular genres, programmes, and even episodes. Publishers, however, have resisted offering the same degree of openness on programmatic CTV. For most publishers, the combination of audience targeting and content targeting is simply too much.

Transparency is among the last areas of contention before CTV becomes entirely pervasive across the entire digital ad ecosystem . The best of programmatic advertising and the finest of linear advertising will indeed be combined to some extent via transparent content signals.

In order to effectively reach a diverse audience, advertisers are prepared to shift from linear TV to CTV/OTT video advertising as long as they get increased clarity regarding the context of media placements. If they get the information they need regarding the content that their advertisements will be broadcast with, they would be more inclined to boost their ad expenditure. In order to attract advertisers, CTV publishers may utilise their content data to boost demand and enhance income.

The popularity of streaming video is encouraging new innovations in the CTV advertising ecosystem and elevating it to a more widespread type of advertising. CTV must overcome issues with measurement, transparency, and buying signals because it is a relatively young channel. To address these issues, new techniques are already beginning to surface. One such step that gives marketers the assurance they need to plan and optimise CTV campaigns at scale is to make media procurement more transparent.

By opening up their inventory to interested advertisers, CTV publishers may create a high demand density. This will also allow them to adapt to the standards and practises of the media today. On the other side, advertisers must set up their advertising platform to accept the content object in order to have access to extremely useful contextual metadata for improved campaign targeting.

The CTV market has the potential to alter the whole media environment. As a result, it is growing exponentially and will continue to do so in the years to come. Also predicted is an increase in CTV advertising spending to 38.83 billion dollars by the end of 2026.

With better targeting capabilities and measurement options, advertisers need data-driven transparency to ensure that their ads are seen by their target consumers in specific contexts. So, there has to be transparency in the same regard, 9MO media is a huge believer in data-driven thought and action. Contact us here for more information.