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Why CTV Ad Targeting is Much Harder Than You Think
Feb 4, 2025
David Levy, CEO of OpenAP, shares insights into the complex world of CTV advertising. He reveals the struggles brands face in audience targeting due to a lack of transparency and standardized methods. Levy discusses the need for first-party data and evolving infrastructure to bridge linear TV and streaming. He highlights challenges for small advertisers in navigating this landscape and the importance of collaboration among media companies. The conversation explores the promising potential of cleanroom technology for improved data interoperability, paving the way for more effective ad campaigns.
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Quick takeaways
- The integration of first-party data with standardized targeting methods is essential for effective audience engagement across diverse media platforms.
- Challenges in CTV ad targeting stem from lack of transparency and inconsistencies in identity-matching, complicating audience measurement efforts.
Deep dives
The Importance of Quality Data for Advertising
Accurate and high-quality customer data is essential for business growth and effective advertising strategies. Companies like Epsilon focus on building a comprehensive consumer database while emphasizing transparency and privacy, enabling brands to predict buying behaviors and foster customer loyalty. The need for reliable data is particularly critical as advertisers increasingly invest in first-party data infrastructures. By leveraging quality data, brands can improve their targeting efforts and ultimately maximize their return on investment in advertising.
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