CTV transparency

As connected TV (CTV) matures, advertisers aren’t just raising expectations; they’re resetting them. And increasingly, transparency isn’t a value-add, it’s the cost of entry.

CTV spending is flattening, performance is plateauing and buyers are hesitant to push budgets further. The reason is not complicated. When buyers cannot see what they are buying, they cannot commit their spend with conviction.

Confusion in CTV isn’t a natural byproduct of a maturing market; it’s an outcome of how distributors protect their pricing power.

New APIs from Roku, Comcast and The Trade Desk are reshaping digital advertising, from self-serve campaign management to cross-platform measurement. But when it comes to identity and targeting, a new study finds that IP address matching is missing the mark.

According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)

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?

CTV transparency remains a flashpoint between advertisers who want it and broadcasters who won’t provide it. Our special guest, Jounce Media’s Chris Kane, weighs in. Plus, we examine a persistent issue in ad tech: the chronic mislabeling of instream video.

Some buyers are vocalizing their frustrations that the lack of transparency in CTV ad buying could impact the channel’s growth trajectory.

CTV advertising is evolving from prepubescent into a profitable industry, so expect the nascent trends of last year – namely, a focus on measurement and data, transparency, targeting and programmatic – to shape CTV’s next phase of life.

Advertisers are demanding transparency – and their calls are becoming louder and more urgent. But programmers claim their hands are tied over a video-rental-era law from 1988.

Dramatic shifts in consumer viewing habits during the pandemic have led, predictably, to an intense focus on the corresponding connected TV (CTV) advertising opportunity. CTV ad spend is growing leaps and bounds – and for good reason. But for continuation of that growth to be warranted, there are a number of enhancements that must be brought to bear.

TV advertising is undergoing a tectonic shift from programmed to programmatic. Not unlike on the open web – but unlike on linear – advertisers can use programmatic to get scale across connected TV. There’s demand for biddable CTV because buyers realize they can get more flexibility and transparent signals from publishers.

Television has long been one of the most transparent advertising channels. Likewise, programmatic advertising has always offered buyers incredible detail about the audience and context of their ads. Now, advertisers are rightfully frustrated that they have so little transparency into where their ads run when buying television programmatically.

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CTV advertisers still don’t know much about what content they’re running against, other than the fact it’s on the big screen. And they’ve had enough of it already. Buyers’ lack of visibility into which network, program or distribution channel their ads are served is almost enough to wish for the good old days of program guides.

Like it did for the web, programmatic is transforming linear TV ad buying. But TV calls for a more nuanced approach. The programmatic technology that automates ad serving on TV will have to be different from the rest of the digital ad ecosystem, said Pooja Midha, EVP of Effectv, the ad sales division of Comcast Cable.

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Programmatic advertising can be notoriously complex. But in the streaming category in particular, there is ample opportunity to improve transparency, revenue and user experience — namely, supply-path optimization and better data technology, writes Troy Bubley, co-founder and president of diDNA.

CTV is the hot new programmatic media channel, but it suffers from fraud, a lack of clear media-buying signals and a hodgepodge of approaches to measurement. The lack of standards is hampering market growth – but rather than waiting for standards to be handed down, publishers can create positive momentum with media buyers now, writes PubMatic’s Nicole Scaglione.