SANTA MONICA, CA – Programmatic advertising has been criticized for not giving marketers enough information about where their advertisements appear. Some of those concerns have been carried over into connected television, where the profusion of CTV apps is reminiscent of the early days of mobile app stores. But there are reasons for optimism about CTV quality.
“There’s a misconception out there that there is not quality CTV inventory available in the programmatic space,” Laurie Crowley, senior vice president and group director of investment at Havas Media, said in this interview with Beet.TV contributor Rob Williams, “but we’re definitely seeing a lot more inventory coming available that is deemed as quality.”
That inventory growth coincides with the growing audience for CTV, especially among younger consumers who see their cable company as nothing more than an internet service provider. Media buyers want reach among these touchpoints with current and existing customers.
“As we start to see these opportunities scale in CTV and the access to everything programmatically, we’re following audiences where they’re consuming content,” Crowley said. “We want to make sure that we’re following them in ways that also provide flexibility — the ability to look at a holistic reach and frequency view.”
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