Peter Crofut’s Post

VISTA is on a mission to provide data-rich, audience targeting solutions to #CTV publishers. Our SmartCuration tech provides 360 degree audience planning by merging a robust suite of traditional targeting segments, including demographics & geo, viewing habits, behaviors, preferences, along with contextual relevancy data, the entire spectrum of which is crucial for creating detailed audience segments. By analyzing audiences at such granular detail, SmartCuration truly helps CTV publishers tap into the limitless potential of their biggest asset - their audiences - and how to effectively match these rich data segments with what the advertisers crave. Read more here: https://lnkd.in/gckJtcC2 #OTT #FASTs #adtech #digitaladvertising #programmatic #streamingtech #streamingtv #avod #svod

Oracle and OpenX - Together, OpenX and Oracle recently marked a major supply-side targeting milestone: Oracle’s audience data is now connected with OpenX CTV, app, and web inventory. As one of the founders of data targeting, Oracle’s investment in supply-side targeting represents a major shift in the market. 

At Cannes Lions RTL Group Beach PMG's Sam Bloom talks about how video-level contextual targeting drives superior performance in CTV. "And what we found, you know, particularly working with, you know, IRIS.TV and obviously the GumGum's of the world, is that we can do contextual placements against these first-party spines. And what I think what's been surprising to us is sentiment and content, contextual analysis has led to massive sales lift. And one of our major clients, which is CKE Restaurants, Inc.: Carl's Jr. and Hardee's, and you know, they're a great example of an advertiser where we have very specific audiences we're trying to reach because they have a ton of stores. We're trying to make sure that our ads stand out and we're trying to make sure our propositions pop. And so contextual targeting has been amazing. And I think one of the things when you think about the outcomes is sometimes we don't know the why. Contextual targeting is giving us answers to the why certain advertising is working. And so it allows us to get our ads in places where we can be way more efficient and, but way more effective without just simply looking at cost per or LTV and those kinds of things. So we understand why they're working, happy content, better than sad content, you know, comedy, sports genres. And then when you think about the things that Magnot is enabling, we can do things at the ad server level where we can find very specific types of things. Once we dial into what works, we can go find more of them. You know, when with Carl's and Hardee's, two really different brands, two really different demographics, really different patches of the country. So you can run different plays in the playbook against those audiences and those customers. And so that's one of the things is it doesn't have to be monolithic and that's the key piece on this." Read the full story of how Carl's Jr leveraged contextual targeting in CTV to drive superior lift in visits, sales, and ROAS https://lnkd.in/gjjJHVFH

CTV Ad Targeting Is Getting More Advanced – But Data Quality Is Not https://lnkd.in/dxsXSqqC

CTV Ad Targeting Is Getting More Advanced – But Data Quality Is Not

Is contextual targeting the answer to a cookieless world that we've had in front of us all along? Don't miss this great piece of thought leadership by Proximic by Comscore's Managing Director Rachel (Eisenberg) Gantz as she explores how contextual targeting is making its comeback and if we really can exceed KPIs and respect consumer privacy simultaneously. Read the full article: https://lnkd.in/e652kk-b #adage #cookielessfuture #programmaticadvertising #contextual

"With the help of AI and opt-in privacy-friendly data assets, we have the power to combine contextual signals with audience attributes." This is how we are able to deliver at scalable a truly predictive contextual audience with scale!

What if this concept of contextual audiences was the right answer all along? Check out my byline (a phrase I've ALWAYS wanted to say) in AdAge!

🍪 Amazon's New Cookieless Ad Targeting Tool   Amazon has made another step to become the dominant player in first party shopper targeting solutions. Using AI to analyse billions of data points, they are bringing together their shopper, browsing and streaming viewership data together under one cookieless Ad-Targeting Solution named Ad Relevance. These ads will be served across amazon's ad network and full range of devices and content types. The unification of their first party data will enable advertisers to identify and create audience groups without traditional identifiers. Initial trials in the US has indicated that Ad Relevance drives improved addressability at lower CPM's and cost per click. The new technology was announced at Cannes Lions this week. Industry commentary has been positive overall, however there is some dissatisfaction that Ad Relevance will only work on Amazon's wall garden DSP platform.

A Misconception in CTV: Targeting with 3rd party data always drives the best results. We (Marketing Architects) haven't found this to be true. 1. It can be expensive. (Every extra layer of targeting adds cost) 2. It can be inaccurate. (Account sharing is one of many reasons why) I'm not saying it can't work. It definitely does for specific brands and audiences. But there are other forms of effective CTV targeting available for performance marketers. Like Contextual. Some marketers shy away from it because of a lack of precision. And scale challenges exist. However, the lower cost associated with targeting by genre often makes it worthwhile. Or you could lean on first-party data. That's one of our solutions. We use first-party data to target based on the inventory your customers watch. (Okay, it's a little more complicated than this, but I can't spill all the secret sauce on LinkedIn). Targeting options like these allow brands to be precise without adding extra cost. CTV is ever-evolving and changing, but for now, testing alternatives to 3rd party data for targeting will probably serve you well.