Connected TV advertisers are still pining after show-level control. And PubMatic announced contextual targeting at the episode level is available to media buyers accessing CTV inventory through its platform.
Scaled show-level optimization is not a standard product. In many cases, that functionality is still in the early stages of development.
Splashy new programmatic media sellers always seem to want an outlandish $60 CPM. And: ChatGPT doesn’t seem to have nailed down its ideal advertiser just yet.
Freewheel will begin reporting show-level data; Xbox will let users stream games for free if they watch ads; and Meta and Google can develop AI ads without even a prompt.
A collaboration between InterMedia Advertising, Peer39 and Pontiac Intelligence provided show-level cost-per-acquisition data for 94% of CTV ad impressions.
Viewers – and ad buyers – are giving FAST channels a chance. Still, the FAST channel market has a long way to go, says Michael Scott, VP and head of ad sales & operations at Samsung Ads.
E.W. Scripps becomes the first CTV publisher to adopt OpenPass, The Trade Desk’s single sign-on product for user authentication.
The more new FAST channels there are, the harder it is for them to stand out to advertisers that have long perceived them as the bargain bin of streaming. One way to grab the attention of advertisers is to provide the data and transparency they’ve long been asking for from CTV partners.
