Overcoming Challenges in Programmatic CTV — Solutions and Strategies
The modern media landscape has become quite a complex space now. Yet connected TV advertising has managed to establish itself as an effective way to reach audiences. CTV translates into access to a large audience increasingly turning away from traditional TV. So as viewing habits change, advertisers need more targeted ways to reach their desired audiences. CTV advertising provides this opportunity. It allows for precise target audience and measurable results. However, the wide variety of CTV platforms and measurement methodologies can pose difficulties for advertisers. Hence understanding the nuances of each platform’s measurement approach becomes critical for campaign optimization and achieving the desired ROI.
In this blog, I will discuss how major CTV platforms measure performance and how they differ. We will also talk about the limitations of such platforms and how to overcome them. The goal is to help you pick the best programmatic CTV advertising platform for your business.
Measuring CTV Performance: How Different Platforms Do It?
● Netflix: Netflix’s CTV attribution capabilities are currently limited. They primarily use Microsoft Advertising’s platform. Nonetheless, the company is actively working to improve its ad capabilities, such as developing its own ad serving technology. It is also expanding partnerships with third party providers to improve measurement and targeting options.
● Prime Video: Prime Video uses Amazon’s extensive data ecosystem to track CTV attribution. Combining viewing data with Amazon’s shopping data allows Prime Video to provide deeper insights into campaign impact beyond basic metrics.
● Hulu: It combines first party data with partnerships with LiveRamp and Experian. They use tools such as Lucid for brand lift, EDO for search impact, and Innovid for website conversions. This kind of approach enables Hulu to track a variety of outcomes, such as brand awareness and online actions.
Programmatic CTV Advertising: the Challenges You Need to Watch Out For
● Rigid PMP: Private marketplaces and direct deals provide control over ad placements within premium inventory. Yet they have a significant disadvantage: rigidity. Once a deal is finalized, advertisers have limited options for adjusting targeting or optimizing campaigns based on real time performance data. In the modern media landscape, this rigidity can undermine campaign effectiveness. To overcome this rigidity, advertisers can take advantage of data driven insights. You can glean insights into campaign performance with advanced reporting tools. These detailed insights enable advertisers to make more informed decisions about which segments to target and how to allocate budgets most efficiently.
● Inflight optimization: Due to constraints in traditional media buying methods, programmatic buyers frequently face the challenge of limited midflight campaign optimization. This challenge can be addressed via Demand Side Platforms. A DSP enables direct inventory purchases, thus removing constraints. It also enables real-time adjustments based on performance data. DSPs provide advanced targeting and automated optimization tools, allowing advertisers to respond to changing market conditions and audience behavior. The result? Substantially more effective and efficient campaigns.
● Placement quality in CTV: Yet another crucial challenge that programmatic CTV advertising must contend with is ensuring that ad placements appear in high quality environments. You see, non-OTT content, such as mobile apps and other low-quality placements, are a major source of concern for CTV channels. These placements can dilute the effectiveness of campaigns by reaching unintended audiences and potentially harming brand perception. To address this issue, advertisers must prioritize and focus solely on OTT content. Concentrating on these premium platforms allows advertisers to ensure that their ads appear in relevant and high-quality environments. It also helps with ensuring alignment with brand values and increasing campaign reach and impact.
Overcoming Challenges in Programmatic CTV: Solutions and Strategies
Digital advertising has been transformed by the emergence of Connected TV (CTV), which gives companies a strong platform to connect with highly interested consumers. However, there are drawbacks to programmatic CTV advertising, such as inconsistent measurement, ad fraud, fragmented inventory, and ineffective targeting. Both technological and human-centered solutions are needed to address these problems.
Inventory fragmentation across many platforms and devices is a significant obstacle. Utilizing DSPs and supply-path optimization (SPO) in tandem guarantees access to high-quality inventory while cutting down on duplication. Working along with reliable aggregators and publications also makes it easier to get premium ad spaces.
Because bots and invalid visitors inflate costs, ad fraud is still a major threat. Advertisers need to use strong fraud detection tools, work with third-party verification partners, and keep an eye out for irregularities in campaign data. Prioritizing human intent through contextual targeting over purely algorithmic decisions can further reduce risks.
Another challenge is measurement inconsistency since different platforms employ different measures. Adopting standardized frameworks such as Open Measurement SDK or forming alliances with outside measurement suppliers are the answers. This guarantees comparable and transparent analytics, allowing brands to efficiently optimize campaigns.
Programmatic CTV inefficiencies must be targeted by striking a balance between privacy and accuracy. Brands should comply with privacy laws such as the CCPA and GDPR while investing in AI-powered data analytics. Relevance and engagement are increased by intent-based targeting, which matches ad distribution to customer behavior and preferences.
Ultimately, combining technology and human-driven insights is the key to conquering programmatic CTV difficulties. Brands can fully utilize CTV while creating lasting connections by utilizing cutting-edge tools, encouraging openness, and putting the needs of the audience first.
Final Words
Although CTV advertising presents unmatched chances for accurate targeting and quantifiable outcomes, its effectiveness depends on comprehending platform-specific subtleties and resolving issues like placement quality, rigidity, and midflight optimization. Advertisers may get beyond these obstacles and increase their return on investment by concentrating on quality OTT content and utilizing cutting-edge solutions like DSPs. Businesses can effectively connect with their target audiences by utilizing programmatic CTV advertising’s full potential through careful platform selection and campaign management. And, finally picking a programmatic CTV advertising platform can surely be a challenge. But all you need for that is a trusted service provider.
