CANNES – The automated buying and selling of digital advertising can be frustrating for marketers who want to ensure their media spending generates results. Some of these challenges are evident in the programmatic marketplace for connected-television advertising.
“The number one thing that we find that comes up from a buyer perspective is transparency,” Michael Kuntz, national vice president of programmatic sales at Spectrum Reach, the advertising sales business of Charter Communications, said in this interview. “The reality is many programmatic CTV activations, you might be securing inventory and you might be bidding and winning impressions, but oftentimes as the buyer, you don’t necessarily know what you’re buying.”
Spectrum Reach has developed tools to help CTV advertisers ensure that they’re reaching desirable audiences based on its deep trove of data about millions of U.S. households.
“One of the things that we’ve worked really hard to do at Spectrum Reach, and we’re very proud of this, is creating one of the most transparent solutions within the entire programmatic ecosystem,” he said to Lisa Granatstein, editorial director of Beet.TV, at the Cannes Lions International Festival of Creativity.
“We have access to really valuable first-party, deterministic data,” Kuntz said. “When we match that with all of our content signals, it really allows us to be way more efficient for buyers and for them ultimately to drive towards the outcomes that they’re looking to achieve.”
The company not only has subscribers to cable television, but also to broadband internet service that carries streaming video through apps on smart TVs and other connected devices.
“Our app is actually the number one streaming service in the U.S. on an hours per household basis within the markets that we serve,” Kuntz said. “We’ve got access to really valuable first-party data, and we’re great at identity resolution….we’re able to extract a lot of really valuable data signals that then inform the recommendations that we can make to all of our advertising partners.”
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