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Not all CTV supply partners are created equal. To put your ad spend to good use, here are critical things to watch for when choosing a CTV partner.

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5 Non-Obvious Things To Know Before Choosing A CTV Supply Partner  | AdExchanger Topics Latest Marketers Agencies Publishers Technology Platforms Identity Measurement Data Privacy Artificial Intelligence CTV Commerce AdExplainer Exclusive Report Daily News Roundup Opinion All Columns Data-Driven Thinking On TV & Video The Sell Sider Content Studio Comic Contributor Guidelines About Us Advertise Become an AdHero Newsletter About Us Contact Us Events Programmatic I/O 2024 New York AdExchanger Awards Webinars All Events Network Events Podcasts AdExchanger Talks The Big Story Programmatic I/O New York Become an AdHero Subscribe Sign In Sign In Topics Latest Marketers Agencies Publishers Technology Platforms Identity Measurement Data Privacy Artificial Intelligence CTV Commerce AdExplainer Exclusive Report Daily News Roundup Opinion All Columns Data-Driven Thinking On TV & Video The Sell Sider Content Studio Comic Contributor Guidelines Events & Awards Programmatic I/O 2024 New York AdExchanger Awards Webinars All Events Network Events Podcasts AdExchanger Talks The Big Story Membership Member Exclusives Sign Up About Us Advertise Become an AdHero Newsletter About Us Contact Us CONNECT Home On TV & Video 5 Non-Obvious Things To Know Before Choosing A CTV Supply Partner  OPINION: On TV & Video 5 Non-Obvious Things To Know Before Choosing A CTV Supply Partner  By AdExchanger Guest Columnist Thursday, August 19th, 2021 – 12:05 am SHARE: “On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Oleg Sokolan, Director of Demand Partnerships at Admixer. Linear TV was on its way out for years, but the pandemic truly accelerated the loss of impressions and the massive consumer switch to connected TV (CTV). In a matter of a year, the CTV space experienced exponential growth in engagement, mass adoption and an explosion in ad spend, especially in LATAM and APAC.   78% of US households are now reachable via programmatic CTV advertising, a 56% growth from last year. CTV is a potent new medium with great reach and access to consumers, while web and in-app are swiftly losing addressability. Programmatic continues to be the preferred vehicle to reach consumers in this environment because of the operational efficiency and ability to manage inventory across devices through one easy dashboard.  However, not all CTV supply partners are created equal. To put your ad spend to good use, here are critical things to watch for when choosing a CTV partner. 1. Check for mislabeled inventory  For many, CTV is a new untapped market, and most people have yet to become savvy in this inventory. CTV can be very diverse and many supply partners can sell ads from various applications on Smart TVs and consoles, although it should be noted that they are not choosing to do so. Be sure to check the list of publishers that a partner has to offer. You need to know what you are buying. Don’t take anything at face value, and relentlessly verify the inventory. Programming is not a black box, as many perceive it to be. By itself, it is a great tool to reach your audiences, but as with all tools, it is important what hands it will fall into.  The programmatic ecosystem is constantly evolving, thanks to the work of the IAB. The organization’s members, new tools, mechanisms and algorithms are being introduced in order to make this ecosystem more transparent, efficient, reliable and free from fraudsters.  In the era of sellers.json and ads.txt, you can weed out partners that are 100% intermediaries. Work with SSPs that have direct relationships with CTV publishers. 2. Ensure CTV fraud detection Fraudsters are also riding the wave of CTV. The CTV space, as noted, accelerated faster than anybody was prepared for, which left it largely unchecked. According to Pixalate, CTV ad fraud rates (invalid traffic, “IVT”) c

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