People are consuming content on connected devices at a scale we’ve never seen before, which is opening new opportunities for advertisers. Implementing a connected TV (CTV) advertising strategy can become challenging with the significant fragmentation of the CTV and over-the-top (OTT) landscape.
That’s why SpotX has partnered with all major data management platforms (DMPs) — so that we can make it easier to access, forecast, and plan against premium CTV inventory at scale while applying audience targeting and segmentation. I recently co-hosted a webinar with Michelle Swanston, Chief Client Officer at Tru Optik, where we discussed what advertisers can do to improve their audience-based CTV buying strategies. Here are the three major takeaways.
1. Campaign transaction methods in digital video are evolving
We continue to see a shift from open marketplace to private executions within the premium digital video space. Working with supply-side partners that have existing connections with premium OTT providers will enable you to transact directly with those providers and make the most of your budget.
For example, SpotX can forecast your selected audience segments against premium media owners only participating in private deals, which helps deliver the transparency you need to validate your data.
2. Massive OTT fragmentation presents data and audience challenges
You’ve heard it before but we’ll say it again — the OTT and CTV ecosystem is extremely fragmented. This means there are more players than ever across the ecosystem offering inventory, resulting in added layers of complexity.
You must be thoughtful about working with supply-side partners that can connect you to all the available supply from a single point of access. It’s also crucial your supply partner is integrated with the right data providers and has direct connections with media owners and device manufacturers to be able to offer the scale needed to run a successful campaign after data targeting is layered on. SpotX meets these conditions by providing a single point of access to all the OTT and CTV inventory in our platform, along with integrations with all the major DMPs to activate audience data against your campaigns.
3. A supply-side data strategy is key to reaching addressable audiences at scale
Because SpotX reaches 4 out of 5 ad-supported CTV households and can facilitate private marketplace (PMP) deals at scale, advertisers can use SpotX as a single point of access to scalable, premium video inventory that is aligned with their first-party data.
Prefiltering audience data on the supply side allows for advanced forecasting and planning, and the ability to execute an addressable campaign, whether that be for upfront execution or programmatic guaranteed, with DMP integrations. When you leverage the advantages of data at scale in a premium inventory buy, it becomes clear that activating data on the supply side is a key pillar in a CTV campaign strategy.
Are you ready to optimize your data strategy? Contact your SpotX Account Manager or email firstname.lastname@example.org to get started.
About the author
This post is authored by Kristen Williams, VP of Strategic Partnerships at SpotX