CANNES — Connected TV (CTV) is where advertisers need to be to reach addressable audiences in the modern media landscape. But the channel is not without its challenges.
Little by little, in the last couple of years, more advertisers, who were previously aware of concerns around online video advertising, have switched on to challenges with CTV.
Ad duplication is a major frustration for CTV viewers who often do not even realize they are watching CTV but think they are viewing traditional linear television, says James Wilhite, VP of Product at Publica by IAS, in this video interview with Beet.TV.
Technical & Business Challenge
“The duplication issue is a mix of both a technical and a business challenge,” Wilhite says.
Deduplicating ads based on creative ID or media file URL is possible but the necessary information is not always passed in the bid stream.
Additionally, a lack of diverse demand can result in the same campaign repeatedly hitting the same user, Wilhite says.
Publishers need to ensure their users can enjoy their chosen content without the friction and frustration of ad duplication driving them to other channels. “They want to have their users enjoy their user experience,” Wilhite says.]
Measurement Is Growing
Fortunately, Measurement in CTV is evolving with the development of the Open Measurement SDK by the IAB Tech Lab.
Publica’ a Wilhite says this will enable tracking of viewability, user engagement, and attention metrics that are not currently available in CTV.
However, onboarding the SDK is more of a business decision than a technical one, requiring collaboration between publishers, measurement partners, and brands.
“As soon as you get one publisher, one agency ready to make that deal, the floodgates are going to open because people are going to see the potential of what that’ll enable,” Wilhite says.
You’re watching coverage of Beet.TV’s Global Leadership Summit: Data, Identity & Measurement, a Beet.TV Leadership Series at Cannes Lions 2024, presented by Digital Turbine, IAS, Intent IQ & TransUnion. For more videos from this series, please visit this page. To view all of Beet.TV’s Cannes Lions 2024 content, please visit this page.
