CTV, like digital display before it, is facing fraud and mislabeled information. The prevailing advice for advertisers is to go directly to the networks and streaming platforms. However, buying direct comes with a fraud risk itself.
Concrete findings on how effective QR codes are at driving ad interactions are now available, and some industry best practices are emerging.
Brands don’t feel secure enough to lock in huge CTV deals outside of live sports. So what happens to all of that nonsports content spread out across streaming channels?
The IAB Tech Lab video classification updates introduced much-needed clarity. But valuable inventory, now categorized differently, is being deprioritized or rejected, even though its performance hasn’t changed.
CTV advertisers have carried over one-to-one programmatic logic from display and online video into a channel that behaves nothing like them. We need to stop chasing CTV impressions and start chasing impact.
In the next two years, linear TV will be deprioritized so much that holding companies will begin outsourcing their linear buying.
Even with the amazing storylines, this NBA season brought a steep decline in local TV viewership. While it’s tempting to frame this as waning fan interest, these drops are symptoms of a media ecosystem in transition.
When platforms choose to label any significant portion of an ad buy as “other,” it’s a deliberate decision to withhold information for the seller’s benefit and the buyer’s detriment.
CTV advertising has made great strides, but it still lags behind social platforms in one critical area: optimizing campaigns based on outcome data. Here’s how standardized conversion API integrations for CTV can help.
The existing CPM model is broken. In what other industry would we accept paying full price for a product that delivers less than half of what was promised, asks Raphael Rivilla, chief media officer at Marcus Thomas.
