By Nancy Neumann Grey, IRIS.TV & Mathieu Scott de Martinville, Pixability
After 15 years, Connected TV (CTV) has emerged as the most prominent medium for advertising, disrupting TV models and subsequently offering a vast array of inventory across various platforms. However, while consumer viewing habits have changed, advertisers’ needs have largely remained the same. Knowing what content your ads run against is still top of mind, yet is still a missing piece of today’s CTV puzzle.
While other advertising channels and platforms, such as YouTube and Linear, share insight and reporting into where your ads ran, CTV is the odd man out. Wouldn’t your media dollars work better on content that resonates with your brand? Is there a point running on Automotive or Real Estate content if you represent a Food & Beverage advertiser?
Until now, Linear TV buyers have been able to control where ads run by buying spots on specific television shows. Panels like Nielsen can tell advertisers exactly what shows are relevant for their audience, both in reach and demographic. The digital world is vastly different though, and openRTB (Open Real Time Bidding, the IAB standard for auctions) isn’t going to help much for content-level transparency. If publishers were to enrich a bid request with content information, by design, that content information would be available for both reporting and targeting...