With more transparency entering the bidstream, we'll start to see the open market flourish as a way to buy CTV supply. But for that to happen, more show-level data and anti-fraud transparency have to be a part of the bidstream, including signals that indicate a bid request is coming from a legitimate device or app. That transparency is what buyers need to feel safe placing CTV ad budgets in the open market.
We should all be approaching streaming and CTV, in some ways, similarly to how we approach linear. Understanding the content surrounding an impression is important, and show-level data matters. I don't know that this data will make its way into the bidstream just yet, but we'll start to see it appear more and more in post-campaign reporting.
Frequency problems happen when bid requests for the same inventory come in from multiple sources. It's not easy for buyers to tell which ad creatives are duplicative before they end up in the same ad pod. This problem is why advertisers are demanding more transparency in bid requests.
[
add
]
[
|
|
...
]