The connected TV (CTV) landscape is splitting into two distinct arenas, creating a complex environment where advertisers and publishers need to fine-tune their strategies.
One side caters to the traditional upfront model while the other embraces programmatic, performance-driven buying, according to Mario Diez, CEO, Peer39.
“In both of these environments, there’s one common stream – (advertisers) mimic how they buy linear, knowing where they run, having transparency, and having signal,” Diez said in this video interview with Beet.TV.
Traditional upfronts meet programmatic performance
The bifurcation goes a little like this:
- On one hand, established players combine linear and CTV buys, mirroring the traditional upfront approach.
- On the other hand, a burgeoning market sees newer, mid-market advertisers and emerging FAST (free ad-supported streaming TV) channels embracing a programmatic, performance-focused mindset.
“In that market, there’s a lot more signal that is required,” Diez said.
For publishers, a wealth of content signals can go undiscovered by advertisers, hindering both monetization and inventory optimization. Diez said that this often “prevents things like the ability to monetize and also may prevent advertisers from finding all the right inventory.”
Navigating brand safety and suitability
While CTV is generally perceived as a brand-safe environment, the nuances of programmatic buying require extra vigilance, Diez said. Advertisers must ensure they get what they pay for, avoiding placements in non-streaming environments like wallpapers or games.
“So there is when you go into more programmatic buying for CTV, there is, you know, an effort to make sure that you’re that you are getting what you’re paying for, right?” he added. “Suppliers want to make sure that, you know, they’re not having their advertisers run on stuff that they’re not, you know, not supposed to be.”
Peer39 is a technology company specializing in contextual advertising and digital media solutions. The firm provides tools that allow advertisers to target their marketing efforts based on the content of web pages rather than relying on cookies or personal data. Its software analyzes page structure, language, and other elements to understand
In March 2024, the company introduced an analytics suite designed to consolidate contextual and quality insights across web, online video (OLV), and CTV platforms. This tool offers metrics including attention, viewability, safety, suitability, keyword performance, sentiment, and quality signals.
You’re watching “The Road to POSSIBLE 2025: Transparency and New Signals for CTV Success,” a Beet.TV Leadership Series, presented by Peer39. For more videos from this series, please visit this page.
