The advertising industry misuses connected TV by applying standard programmatic strategies designed for personal screens, leading to inefficiencies. CTV serves as a household screen where audience targeting fails due to shared viewing dynamics. Utilizing third-party audience data restricts available impressions and inflates CPMs. Instead, leveraging ZIP codes and census data provides more accurate insights into the audience, enabling advertisers to identify relevant households. This approach fosters better targeting strategies and focuses on impactful advertising, rather than chasing impressions across traditional metrics.
The advertising industry continues to buy connected TV the wrong way, transferring one-to-one programmatic logic from display and online video into a household screen.
Treating CTV like a digital channel leads to inefficiency and false precision. A logged-in profile on a streaming app does not reveal who is watching.
Third-party segments shrink available supply, causing CPMs to rise and data relevance to diminish, as audience targeting mirrors mobile app behavior instead of CTV’s shared nature.
By using ZIP codes and census data to identify high-overindexing customer areas, advertisers can improve targeting, find meaningful growth opportunities, and chase impact over mere impressions.
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