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.
In the next two years, linear TV will be deprioritized so much that holding companies will begin outsourcing their linear buying.
Even with the amazing storylines, this NBA season brought a steep decline in local TV viewership. While it’s tempting to frame this as waning fan interest, these drops are symptoms of a media ecosystem in transition.
When platforms choose to label any significant portion of an ad buy as “other,” it’s a deliberate decision to withhold information for the seller’s benefit and the buyer’s detriment.
CTV advertising has made great strides, but it still lags behind social platforms in one critical area: optimizing campaigns based on outcome data. Here’s how standardized conversion API integrations for CTV can help.
The existing CPM model is broken. In what other industry would we accept paying full price for a product that delivers less than half of what was promised, asks Raphael Rivilla, chief media officer at Marcus Thomas.
Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.
Brands have two options for avoiding election misinformation on YouTube: block all news, or only monetize credible news. But blocking all news restricts campaign reach and harms reliable journalists, just when we need them most.
A significant amount of the ad inventory distributed to CTV audiences is actually sold via linear. This is especially prevalent with FAST networks, which currently account for 20%-25% of ad-supported streaming.
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?
