Somewhere between what the ad industry says and what the market rewards is often where the truth lives. Here are the three industry storylines most in need of debunking.
A collaboration between InterMedia Advertising, Peer39 and Pontiac Intelligence provided show-level cost-per-acquisition data for 94% of CTV ad impressions.
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.
Is TTD forcing agencies to adopt the new Kokai interface despite claims they can still use the interface of their choice? Here’s what we were able to find out.
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.
Shutterfly’s recent CTV campaign tested a custom algorithm that relies on search data to find geographic regions with the most prospects. It performed better than targeting deterministic IDs.
Streaming TV advertisers are still unsatisfied with the level of transparency from publishers in the ad buying process. So Rain the Growth Agency created its own way to get more transparency into CTV buys.
Advertisers’ obsession with “following the audience” allowed low-quality sites and vanity metrics to thrive while brand integrity suffers. But a cultural shift back toward focusing on quality is underway.
By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.
It is time to evolve beyond the addiction to addressable targeting and deterministic attribution, driven not by fear and doubt but by a commitment to rediscover how the empirically proven fundamentals of marketing effectiveness can be applied to the digital media era.
