Study: Programmatic Transparency, Including Content Object Signals, Key In Driving CTV Buys 09/28/2022 – MediaPost Communications

Advertising buyers are increasingly shifting CTV spend to programmatic buys via demand-side platforms (DSPs) to achieve greater targeting control and transparency via data tools such as Content Object signals.

That’s according to a new survey of 200 U.S. advertisers and 100 UK advertisers fielded in June and July by Advertiser Perceptions for supply-side platform (SSP) PubMatic (which is among the programmatic platforms that offers Content Object signals as part of inventory buys).

Brand and agency buyers alike indicated that they are in the process of shifting more of their CTV spend to programmatic buys purchased via DSPs because of the ability to employ richer audience-based and content-related signals to target CTV and OTT video ad buys and get impression-by-impression reporting, rather than the aggregated reporting typical of direct insertion order (I/O) publisher buys.

More than eight in 10 reported using user-level audience targeting for CTV/OTT video advertising, and almost…

Read Full Story: https://www.mediapost.com/publications/article/378195/study-programmatic-transparency-including-conten.html

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source: https://news.oneseocompany.com/2022/09/28/study-programmatic-transparency-including-content-object-signals-key-in-driving-ctv-buys-09282022-mediapost-communications_2022092831592.html

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