In the ever-evolving world of digital advertising, the rise of Connected TV (CTV) has garnered significant attention. Advertisers recognize the immense potential of CTV as a powerful marketing channel, but its growth has been accompanied by persistent measurement challenges. 

The lack of transparency, precision, and reliable audience data has left many questioning the effectiveness of CTV advertising. However, as the industry strives to overcome these hurdles, a new era of CTV measurement is on the horizon, promising to reshape the marketing technology landscape.

 I want to explore the current state of CTV measurement, the pressing need for direct connections, the role of CTV within the omnichannel equation, and the innovative partnerships paving the way for a brighter future.

The Measurement Conundrum: Separating Reality from Buzzwords

As the popularity of CTV advertising continues to grow, more and more companies are investing in this technology. However, many are finding themselves struggling to measure the effectiveness of their campaigns. Despite claims of “great targeting” and “AI-powered optimization,” many advertisers are left with vague promises and little concrete evidence to support their efforts.

This lack of transparency in CTV advertising is a major concern for many companies. Without precise measurement and clear results, it becomes difficult to make informed decisions about where to allocate marketing budgets and how to optimize campaigns. As one industry observer noted, “AI Targeting turns out to be nothing but buzzwords and absolute nonsense.” He pointed out that one solution that had gained attention in 2022 had absolutely zero proof that it actually worked. Why are media buyers even considering these companies if it’s complete and absolute BS? Because they are frankly, completely lazy and probably don’t read this column. 

 This lack of concrete evidence only serves to undermine the credibility of CTV advertising as a whole.

To truly optimize CTV campaigns, advertisers need to demand more from their partners. They need to push for greater transparency and accountability in measurement practices. This means looking beyond vague claims of “great targeting” and demanding tangible evidence of campaign performance. Only then can advertisers make truly informed decisions about how to allocate their marketing budgets and drive real results. By demanding more from their partners, advertisers can help to ensure that CTV advertising continues to deliver real value for years to come.

The Dark Side of CTV: Frauds, Reselling Practices, and Inventory Confusion

The CTV industry has seen some impressive growth over the years, but with it comes some concerning practices that have tarnished its otherwise stellar reputation. Opaque reselling practices, fraud schemes, and inventory confusion have made it difficult for advertisers to trust the CTV landscape. It’s shocking to learn that CTV ad fraud schemes have risen by 70% between 2020 and 2021, and that an estimated $140 million has been siphoned off from the marketplace. As a result, advertisers are looking for more direct means of buying CTV inventory, which has led to a reduction in the number of intermediaries involved.

To address these challenges, publishers and advertisers are having more direct conversations. Brands are demanding transparency, which has led to the rise of supply path optimization. This solution brings buyers and publishers closer than ever before, and it is making a huge difference in the industry. With supply path optimization, advertisers can be sure that their ads are being seen by the right people, and publishers can make more money by selling their inventory directly to buyers. It’s a win-win situation for everyone involved.

The Pursuit of Precision: CTV in the Omnichannel Equation

Well, well, well. Looks like CTV has some growing up to do. It’s time for CTV to move out of its silo and join the big kids in the omnichannel playground. The current disconnect between CTV and other digital and mobile channels just isn’t cutting it anymore. If CTV wants to reach its full potential, it needs to integrate seamlessly with the larger omnichannel framework.

Why is this so important, you ask? Well, for starters, advertisers are looking for opportunities to buy CTV inventory in a way that aligns with their broader digital strategies. They want to maintain a direct connection to the source and ensure they can maximize their ROI. And who can blame them? We all want to get the most bang for our buck. So, if CTV can integrate and form direct relationships with advertisers, everyone wins.

The future of CTV buying lies in integration and direct relationships, my friends. This is not a drill. CTV silos can no longer stand on their own. It’s time to join forces with the rest of the digital world and unlock the full potential of CTV. So, let’s all raise a glass to integration and say goodbye to silos once and for all. Cheers to a brighter, more connected future!

Paving the Way: Innovative Partnerships and Groundbreaking Solutions

Recognizing the urgent need for reliable measurement solutions, industry leaders have come together to pioneer new approaches to CTV measurement. Brand Metrics, a global technology company specializing in demonstrating the effectiveness of digital advertising, has partnered with XITE, a music video streaming service, to develop a world-first CTV measurement solution. This partnership aims to provide advertisers with concrete evidence of campaign effectiveness, addressing the long-standing challenge of measuring the impact of CTV campaigns. By combining measurement methodologies with comprehensive data, this collaboration promises to revolutionize how CTV advertising is assessed.

Similarly, DoubleVerify, a renowned ad verification and measurement company, has joined forces with TVision, a provider of second-by-second TV viewing analysis. Their alliance seeks to offer a holistic attention measurement solution for CTV advertisers. By combining ad exposure data, viewer presence, and eyes-on-screen attention signals, DoubleVerify and TVision aim to provide superior performance-based measurement on CTV. This comprehensive solution will enable advertisers to justify budget allocations, validate campaign effectiveness, and optimize digital investments.

Looking Ahead: A Bright Future for CTV Measurement

The convergence of increased CTV ad spend, measurement challenges, and the drive towards omnichannel integration sets the stage for a transformative period in the marketing technology landscape. As CTV data becomes more precise, accessible, and actionable, advertisers will pivot towards targeted and nimble buying and optimization strategies. The industry is on the cusp of a marketing technology M&A landscape that prioritizes CTV opportunities focused on measurement, omnichannel integration, and minimizing steps between publishers and advertisers. As economic pressures mount, CTV must prove its worth at the omnichannel media table to earn its place and deliver superior outcomes for brands worldwide.

Again, growth of CTV advertising has undeniably disrupted the digital advertising landscape, but measurement challenges have hindered its full potential. However, the industry is not shying away from the problem. Through innovative partnerships, groundbreaking measurement methodologies, and a drive toward omnichannel integration, the future of CTV measurement looks promising. As CTV evolves, advertisers will have access to reliable insights, actionable data, and enhanced transparency, ushering in a new era of precision and effectiveness. The time has come for CTV to demonstrate its maturity and solidify its position as a game-changing marketing channel.

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