I just read a new article on AdExchanger discussing the latest in CTV ad sales technologies. The piece highlights that while current tools are adept at identifying issues like inconsistent campaign pacing or sudden budget spikes as they occur, there's an urgent need for these solutions to not only detect problems but also significantly boost revenue, enhance the viewer experience, and maintain balance in the ad tech marketplace. To push CTV advertising forward, we need algorithms that don't just monitor data in real-time but also actively adapt to changes in the market. These algorithms should prevent common issues like ad saturation and timing errors, making ad campaigns more effective. CTV strategies must focus on profitability and consider viewer satisfaction, minimizing disruptions. By shifting from a reactive to a proactive approach, we can foster a healthier, more fair advertising environment that benefits everyone involved in CTV advertising.
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In a recent interview with AdExchanger, Paul Verna, Principal Analyst and Head of Advertising & Media Practice at Insider Intelligence, discussed the state of programmatic Connected TV (CTV) advertising. While programmatic CTV is on the rise, with an expected 87% of CTV ad #inventory being transacted programmatically in 2023, Verna pointed out several key challenges: 🖇 Fragmentation: The #programmatic CTV landscape is fragmented, with multiple demand-side platforms selling the same ad space. 🔎 Lack of Transparency: Advertisers face challenges in knowing where all their ads are running, leading to concerns about brand safety and control. 📉 Measurement Issues: Measurement standards in CTV #advertising are lacking, primarily due to walled gardens guarding their first-party data. 📍 Preference for Programmatic Guaranteed: Many CTV advertisers opt for programmatic guaranteed deals over biddable ones to gain more control and assurances regarding ad placement. Despite these challenges, Verna doesn't foresee significant improvements in the near future and suggests that measurement in CTV advertising may continue to lack transparency, with the industry unlikely to reach a consensus on standards. CTV advertisers may need to adapt to this new normal and focus on understanding individual platform performance rather than making direct publisher comparisons. To read the full article go to 👉🏼 https://lnkd.in/e-NEyp8w 📢 Ready to conquer the challenges of programmatic #CTV advertising and elevate your campaigns to new heights? Discover how Siprocal's cutting-edge technology can empower you to overcome fragmentation, gain transparency, achieve precise measurement, and ensure the success of your CTV campaigns. Don't miss out—unleash the potential of programmatic CTV with #Siprocal today! siprocal.com ✨ Building Connections, Driving Growth.
Programmatic CTV Still Has A Lot Of Growing Up To Do | AdExchanger
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Feeling like your CTV advertising is an uphill battle? 📺 Explore the top CTV advertising trends for 2024 and unlock the ultimate roadmap for advertisers to thrive in this dynamic landscape. 🚀 Don't let uncertainty hold you back – read how to harness the potential of CTV advertising today - https://lnkd.in/gGAYRXp5 #CTV #TVadvertising #advertisingtrends #advertising2024 #adtech #VDOAI
2024 CTV Advertising Trends: A Roadmap for Advertisers - VDO.AI Blogs
https://www.vdo.ai/blog
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FREQUENCY 1. CTV advertising is set to grow significantly, reaching $30 billion in spend. 2. Frequency capping issues discussed at CTV Connect highlight both opportunities and challenges in CTV. 3. Better frequency capping could lead to increased CTV ad spend by 30% of marketers and publishers. 4. CTV offers new biddable ad opportunities, differing from traditional TV's model but facing data signal challenges. 5. Solutions include using AI and identity signals for improved ad frequency management across CTV platforms. 🌍To learn more join the AdTechGod Slack Community : https://lnkd.in/g-XzVDkX 📖 article by Digiday : https://lnkd.in/gQfZyZc6
Frequency management is capping CTV ad spend
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The rise of #CTV advertising presents both opportunities and challenges for ad tech companies. How so? While the sector is poised for significant growth, with spending projected to exceed $30 billion this year, issues like frequency capping frustrations persist. At the recent CTV Connect conference, industry leaders discussed strategies to navigate these challenges, including leveraging AI-powered solutions and identity signals for better frequency control. Despite the complexities, proactive measures are being explored to ensure a seamless and effective CTV advertising experience for both advertisers and viewers. #advertising #digital #business
Frequency management is capping CTV ad spend
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Today Yahoo Advertising and NewDigitalAge released the 'All Tomorrow's TV' report which delves into the present and future landscape of Connected TV (CTV) advertising, outlining key insights from 50 of the most experienced industry leaders and experts in CTV. The report was released at an exclusive breakfast event where Justin from NewDigitalAge talked through some of the findings of the report with Rahman from Yahoo Advertising with key areas being: - The importance ACR data has within CTV and how it is seen as instrumental in providing valuable insights for targeting, measurement, and campaign efficacy. - The debate over whether there is sufficient premium inventory available in the CTV marketplace, with 47.8% agreeing and 45.7% disagreeing - How advertisers are increasingly drawn to CTV due to its blend of traditional TV impact and digital targeting and measurement capabilities A panel followed with Christopher from Samsung Ads Europe, Steph from Publica by IAS, Robin from Yahoo Advertising and Melinda from Omnicom Media Group UK discussing what matters most within CTV today and the part it plays in the broader TV ecosystem. Hosted by Justin Pearse the energetic panel talked through: - How ACR data is being harnessed today and whilst it is still in its infancy there are clear growth opportunities - Agencies are starting to break down silos on who should manage CTV buying with TV being considered holistically - What constitutes premium supply is very much still open for debate but is primarily linked to a brand safe environment - CTV has its place within omnichannel activity Finally there was a consensus from the panelists that CTV ad spend (exc YouTube) will eclipse Linear ad spend by 2030! You can download the report at https://lnkd.in/gdcszPCc #ctv #yahoo #ACR #programmaticadvertising #fastchannels
CTV advertising set for huge growth in 2024 finds NDA Leadership Barometer in association with Yahoo - New Digital Age
https://newdigitalage.co
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Vice President, Localytics at Novus Media LLC | Geospatial Analytics Expert | Marketing Tech Innovator | Let’s Work to Simplify the Complex
We're in an age of CTV advertising dominance right now, but how do we navigate some of the new unintended artifacts of this growth? NIce piece on how frequency capping frustrations still impact those in the industry. #CTV #CTVAdvertising #CTVConnect
The rise of #CTV advertising presents both opportunities and challenges for ad tech companies. How so? While the sector is poised for significant growth, with spending projected to exceed $30 billion this year, issues like frequency capping frustrations persist. At the recent CTV Connect conference, industry leaders discussed strategies to navigate these challenges, including leveraging AI-powered solutions and identity signals for better frequency control. Despite the complexities, proactive measures are being explored to ensure a seamless and effective CTV advertising experience for both advertisers and viewers. #advertising #digital #business
Frequency management is capping CTV ad spend
digiday.com
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📺 Discover actionable strategies for maximising your CTV advertising efforts! Our latest blog post dives into the world of CTV and offers valuable insights to maximise campaign relevancy and ROI. Click the link to unlock success in CTV: https://lnkd.in/e6_qb3fe #MarketingStrategy #CTVAdvertising #AdvertisingStrategies #CTV #adsquare #LocationDataPlayedRight
Unlocking success: Strategies for effective CTV advertising campaigns
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One of the fundamental issues with CTV advertising is to have an uniformity on the measurement, and secondly the overlap or rather untangling of inventory between programmers and distributors. This later in particular gets even more tricky when transitions happen from traditional T&B systems to accommodate CTV inventory. No wonder a lot of deals look like a traditional insertion buys with programmatic guaranteed. #ctvadvertising #lineartv #addressbleadvertising
Programmatic CTV Still Has A Lot Of Growing Up To Do | AdExchanger
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So. I am back! Great to be in the targeted ad space again. Take a look at what we can do for your media spend! It's symple at Sympler... Connected TV (CTV) advertising is a rapidly growing segment of the digital advertising landscape. In recent years, CTV has gained significant traction, and eMarketer forecasts that it will continue to consume a larger share of total ad spend in the coming years, with US CTV ad spending projected to reach $40.90 billion by 2027. To stay ahead of the curve, modern marketers must understand everything there is to know about buying CTV ad inventory. https://lnkd.in/g9ie6YeE @followers #connectedtv #CTV #digitalmarketing All reactions: 2 2
Mastering CTV Advertising: Buying, Challenges, and Strategies
https://sympler.com
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CTV Advertising Measurement and Attribution: Challenges and Solutions📺 As CTV continues to grow, ExchangeWire delves into the challenges around measurement and attribution in CTV in their recent write-up. Our Actionable TV Ads are the ideal format to solve the challenges faced within CTV. Drop us an email to learn more: info@sayitnow.ai 📩 https://lnkd.in/emAw8Rep #SayItNow #ActionableAds #Ads #CTV #Attribution #ActionableTV
CTV Advertising Measurement and Attribution: Challenges and Solutions - ExchangeWire.com
https://www.exchangewire.com
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