Overcoming CTV Challenges: Quality, Transparency, and Scalability

CTV has taken the advertising landscape by storm these days, and advertisers are having a bit of trouble navigating the unique and dynamic mix of opportunities and challenges. With over 32,200 linear channels and 89 streaming video sources in the US alone, viewers have unprecedented access to a vast array of content. This explosion of options has revolutionized media planning. According to a recent report from Nielsen, US marketers reallocated 45% of their ad budgets to CTV in 2023. With so much on the line, advertisers can’t afford too many mistakes.

One of the biggest issues advertisers face with CTV advertising is the quality of their ads. Since the CTV space is moderately more affordable to get into compared to traditional cable TV advertising, nearly anyone can run an ad campaign on it. A situation of too many cooks arises. How do you avoid this? The first step is to make sure you’re targeting the right audience. This can easily be achieved by using quality prospect data and a lookalike audience. Using quality prospect data, you can make sure that your ads don’t run in the wrong place. You wouldn’t want your campaign for Alzheimer’s medication to go on after an episode of “Bluey”. Prospect data is fairly easy to get with CTV as one of the best aspects of CTV advertising is its ability to track data in a manner distinct from traditional digital channels. While CTV operates in a cookieless environment, it uses other mechanisms to track viewer behavior and engagement. Advertisers can gather valuable insights into audience preferences, viewing habits, and content consumption patterns through device IDs, IP addresses, and other proprietary tracking methods. This data enables advertisers to deliver more personalized and relevant ads, enhancing the effectiveness of their CTV campaigns. This prospect data will help you build a lookalike audience to get even more information on who you want your campaign to be for. With this lookalike audience, you can target even more potential customers and even more niche areas as well.

There is also the issue of transparency within CTV marketing. poses significant challenges due to the complex ecosystem involving multiple stakeholders, each with varying metrics and reporting standards. This lack of uniformity can lead to inconsistencies in measuring ad performance and audience engagement. Additionally, data privacy regulations restrict access to viewer insights, making it difficult for marketers to fully understand their target audiences. Ad fraud further complicates the landscape, as it can obscure the effectiveness of campaigns. To overcome these challenges, marketers should prioritize partnerships with reputable CTV platforms that offer clear reporting and reliable audience data. Investing in advanced measurement tools and advocating for standardized practices within the industry can also enhance transparency and drive more effective marketing strategies.

Thankfully, you don’t have to be alone to do all of this work. Stirista is here to help. We combine not only the best prospect data, but the best first and third party data we can provide, with our very own expert activation. This includes our obsessive optimization and detailed reporting to boot, Not only are we all-inclusive (meaning more of your budget can go directly to conversion-driving impressions), but we carry premium CTV supply, the best targeting segments, a cookieless website visitor identification tool, and a hyper-granular view-through attribution system.

Stirista offers thousands of popular targeting segments, streamlined first party data, onboarding, and a powerful Cookie list identity graph for enhanced reach, including ctv, with no data markup.This data includes:

• 121 Million US Households
• 247 Million Consumer Records
• 88 Million CTV Households
• 55 Million Professional Contacts

But that’s only the beginning of how we can increase your scalability!