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.
39:53
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Quick takeaways
- The lack of transparent data sharing from broadcasters frustrates buyers, who seek clearer insights into their connected TV ad placements.
- Mislabeling within in-stream video inventory complicates ad purchasing, making it difficult for buyers to identify the quality of video ads.
Deep dives
The Quest for CTV Transparency
Transparency in connected TV (CTV) advertising is a persistent issue that has left media buyers frustrated. Despite ongoing calls for better insights, many networks, particularly NBCU and Paramount, continue to provide insufficient transparency in their CTV inventory. Buyers have expressed a need for show-level and app-level data to understand precisely where their ads are being placed. The tension exists as buyers continue to spend despite these frustrations, leading to a strange scenario where they hold significant purchasing power yet feel compelled to work within a system that lacks clarity.
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