Sean Nowlin’s Post

Lindsey and I share thoughts on the premium site list discussion. It's a good one to have (often)!

A little bit more from Lindsey & I. Fun to talk about but I am looking forward to seeing cookies in the rear view mirror.

Lindsey and I at it again. Creating some nice video content for you to enjoy. Happy Monday, everyone! Also, if you are in the heat wave zone like us, stay cool and safe!

"[...] it can help programmatic buyers address pain points like ad repetition and frequency." Lindsey & I were just discussing bid stream data in our video last week. And now Roku goes ahead and gives programmatic advertisers access to more signals. I applaud any content provider making it easier for CTV advertisers to control frequency and improve the consumer experience.

Trying something new here! Lindsey Nikolai and I spent some time diving into the CTV weeds and talking shop. Be on the lookout for more of our conversations.

At Programmatic I/O a couple weeks ago there was a lot of discussion about "premium" in CTV. A lot of this is fairly apparent. Publishers want to keep CPMs up and drive advertisers towards Direct or Programmatic Guaranteed deals. Super "premium" with potentially high CPMs. Buyers want more inventory available via auction to allow for more flexibility to drive CPMs down. Going the auction route using Private Marketplace deals seems the easy route to lowering CPMs. But it's important to know all of the inventory put together in those deals. It can still be "premium" but know what you're getting into. Going further, I'll call out one line from this Ad Exchanger article: "And beyond PMPs, some buyers use the open exchange for the “long tail” of CTV inventory that can help fulfill a client’s audience and budget requirements..." If anyone is executing CTV on the open exchange and calling it premium due to high CPMs, I highly suggest taking a look at the inventory supply path. There is a good chance some of that buy is coming through resellers, which adds a lot of unnecessary cost. Working with partners who know how to spot supply inefficiencies can save you $$$. CTV doesn't mean premium by default. But premium doesn't have to mean high CPMs either. TMYK.

Testing CTV, or improving current CTV strategies, should be a priority. And your partners should be showing more than basic platform KPI improvements. There is a lot you can learn even without cookies.

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Cookie Monster might not be a fan, but CTV is already a cookieless world. Embrace it.