Traditional television buying has always required campaigns to work in broad strokes. But political campaigns’ audience-first thinking should carry through to how they use CTV.
Email targeting in CTV has a credibility problem as buyers and sellers question whether one-to-one identity even fits a channel built for broader reach.
During a Covid-induced two-day binge watch of a recent streaming hit, advertisers consistently failed to serve the right ad. Where’s the accountability?
It’s never been more complicated to buy TV ads than it is today. As a result, TV advertisers are rethinking how they want to use programmatic platforms.
More advanced targeting on CTV requires exponentially more data than demo-based targeting, but ensuring all that data is accurate – with consistency across linear and streaming – is a big challenge.
