Why CTV Ad Targeting is Much Harder Than You Think

Next in Media spoke with David Levy, CEO of OpenAP, about some of the misconceptions in the market when it comes to data-driven TV advertising, and how TV networks can balance collaboration and competition in the face of the growth of Big Tech in TV.

Takeaways:

The Evolution of OpenAP: Standardizing TV Advertising
OpenAP was founded to unify ad innovations across TV networks, creating scalable, standardized solutions for advertisers.

Bridging Linear TV and Streaming for Advertisers
While linear TV dominated ad spending, OpenAP has expanded its infrastructure to solve audience fragmentation in Connected TV (CTV).

The Role of First-Party Data in TV Advertising
Brands investing in first-party data need standardized methods to target consumers consistently across multiple media platforms.

The Transparency Challenge in CTV Ad Targeting
Unlike digital, CTV ad targeting lacks transparency due to multiple data transformations from audience lists to device-level identifiers.

Solving Audience Measurement Discrepancies
Differences in identity-matching methods among media companies create inconsistencies in audience targeting and measurement.

The Push for a Unified Ad Planning Infrastructure
OpenAP aims to establish a seamless way for advertisers to plan and execute campaigns across different streaming services and TV networks.

The Need for Scalable TV Advertising for Small Businesses
Unlike Google and Meta, TV lacks an easy-to-use, cost-effective ad buying platform for small advertisers—a gap the industry must address.

Guest: David Levy

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative