With awards season in full swing, it’s again apparent that streaming platforms are delivering the high-quality content that not only drives industry recognition but also television viewership. Audience data help advertisers to reach key consumer groups on internet-connected television.
“When thinking about transparency, it’s really important that buyers have accurate signals to understand what they’re buying,” Jason Schifrien, direct of ads product marketing at streaming pioneer Roku, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
“An advertiser can buy CTV impressions from many different players,” Schifrien said. “It’s on that CTV publisher to have solutions to manage advertiser frequency and competitive separation.”
Roku relies on a variety of technologies and strategies to balance brand safety and transparency. A key part of its advertising platform is Roku Exchange, a connection into the automated systems for buying video ad placements.
“We focus on passing a lot of the relevant signals through bid requests. So, for example, IAB content, genre, language ratings and other signals that are made available based off of the inventory we have,” Schifrien said. “We make available aggregate level content and app reporting so that advertisers have the ability to see where they’re running and to help make decisions on places they may not want to be running.”
You’re watching “CTV Unlocked: Driving Transparency and Brand Safety in a Fragmented World,” a Beet.TV Leadership Series, presented by IAS. For more videos from this series, please visit this page.
