The Big Story Ever-Elusive Transparency
Jan 31, 2025
Chris Kane, CEO of Jounce Media, shares his expertise on the pressing transparency issues in CTV advertising. Alyssa Boyle and Anthony Vargas from AdExchanger join him to dissect the ongoing challenges advertisers face in accessing clear data. They highlight the frustrations around mislabeling in-stream video inventory and the need for ethical, standardized practices. The discussion navigates the complexities of video advertising formats and the responsibility of both buyers and publishers in achieving clarity and accountability in the ad tech landscape.
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Pluto TV Viewership
- Alison Schiff enjoys Pluto TV and considers herself a desirable audience member, despite it being considered "non-premium."
- Alyssa Boyle explains that "fast channels" like Pluto TV offer background viewing, sometimes leading to deeper engagement.
Client Frustration with Paramount
- One agency executive shared that a client felt "soured" on Paramount due to transparency issues.
- This affected business, particularly during the upfronts, suggesting some marketers vote with their dollars.
Advice for Buyers and Publishers
- Ask your DSPs if they prioritize the new video.plcmt signal over the deprecated video.placement signal.
- Publishers must decide how to label inventory and communicate their preferences clearly to SSPs to avoid mislabeling.