The rise of Connected TV (CTV) has been a shot in the arm for brands on the hunt for high-impact impressions in an advertising market that is dangerously close to stagnation in the UK.
AA/WARC’s latest Expenditure Report revealed that a decline in TV ad spend is being compensated by increased investment in ad-supported video on demand (AVOD) as brands follow consumers’ gradual and inevitable transition away from linear. However, as advertisers flock to CTV, they struggle to navigate a data ecosystem that feels more like a desert than fertile new land.
This may be a surprise given CTV’s similarities to mobile, where data flows in abundance, even with Apple’s restrictions to ID-level targeting. Both operate through devices and apps, but where they diverge is the availability and accessibility of data. To a lesser extent, equipment manufacturers and streaming providers are holding their assets close to their chest, perhaps seeking to avoid the commodification that devalued data on mobile and the open web.
While this guardedness is understandable, it is impeding cross-platform measurement and targeting capabilities, making it challenging for buyers to deliver consistent ROI while driving up CPMs for sellers.
To solve this problem, brands must explore how ad tech can bring life to this arid ecosystem, allowing data to flow to those who need it without compromising its value or safety.
Lack of identity spine weakens CTV’s cross-platform capabilities
ID solutions are perhaps the essential tech solution for effectively targeted CTV campaigns, allowing brands to identify users across different platforms and devices. With ID solutions, brands can deliver relevant ads to consumers no matter where they are, ensuring they reach the right audience at the right time.
For example, an ID solution can help advertisers…