The CTV Product Landscape with James Wilhite, From Publica by IAS.
Mar 20, 2025
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James Wilhite, VP Product at Publica by IAS, dives into the world of Connected TV advertising. He discusses the evolution of CTV ad serving and the merging of traditional and digital strategies. Wilhite sheds light on the importance of programmatic standards and how direct response ad budgets are shifting towards CTV. He explores the challenges of HDMI device advertising, insights from London CTV conferences, and the growing significance of OMSDK for viewer engagement. With generative AI and effective attribution models on the rise, the landscape of ad-supported streaming is rapidly changing.
The podcast highlights the significant evolution of CTV Ad Serving, particularly the transition from traditional broadcasting to more efficient streaming platforms.
A critical aspect discussed is the introduction of OpenRTB 2.6, which enhances programmatic advertising by increasing efficiency and compatibility across existing systems.
The significance of the Open Measurement SDK is emphasized for improving transparency and measurement in CTV advertising, benefiting both advertisers and developers.
Deep dives
The Evolution of Streaming and Ad Experience
The podcast highlights the significant advancements in streaming technology since the mid-2000s, emphasizing the shift from traditional broadcast to streaming platforms. The conversation reflects on the early experiences of users with ad breaks during streaming and the current complexity of discovering content across multiple channels and apps. There’s an urgent need for improved user experience in navigating these platforms, as the discoverability of quality content remains a challenge. The discussion notes the Olympic coverage by NBC as an example of effective streaming execution that allowed user choice, showcasing how far the industry can progress.
OpenRTB 2.6 and Its Significance
The introduction of OpenRTB 2.6 is discussed as crucial for enhancing programmatic advertising in connected TV (CTV). This version allows backwards compatibility with earlier protocols, making it easier for existing systems to adopt new features without needing extensive overhauls. A significant improvement includes the ability to send entire ad breaks in a single bid request, which streamlines the process and enhances efficiency. This advancement positions CTV to better support advertisers' needs while enhancing the user experience during ad breaks.
The Role of OMSDK in CTV Measurement
The Open Measurement SDK (OMSDK) is crucial for increasing transparency and measurement efficacy in CTV advertising. It allows measurement vendors to gather data without needing multiple SDK integrations, which simplifies implementation for developers. By addressing issues such as fraudulent ad impressions when devices are off, OMSDK provides more reliable metrics on viewer engagement and behavior. This development is critical for ad buyers to understand their audiences better and deliver high-quality, engaging content.
Future of Programmatic Advertising in Local Markets
There’s an ongoing discussion about the potential for programmatic advertising to democratize access to TV advertising for local businesses. The conversation points out that smaller advertisers can now participate in a space once dominated by large brands, thanks to advancements in CTV and programmatic technologies. This shift is evidenced by a growing number of unique advertiser domains entering the market, including local businesses and SMEs. To optimize this opportunity, publishers need to carefully manage their inventory, balancing direct and programmatic sales while ensuring quality ads enhance rather than detract from the viewing experience.
Attribution Challenges and Interactive Ads
The podcast delves into the challenges of attribution in CTV advertising, particularly for local advertisers who require measurable outcomes from their campaigns. There’s a strong emphasis on the need for interactive capabilities that enhance engagement without relying solely on traditional methods like QR codes. Effective attribution models that connect ad exposure with viewers’ actions are essential for proving ROI to advertisers. The discussion suggests that as technology evolves, the ability to track user behavior and engagement will lead to more effective measurement and better outcomes for advertisers in the CTV landscape.
