"What we've been hearing from the buy side is clear: performance is the goal, and without transparency, improving performance is near impossible. Transparency can sometimes get thought of as niche vanity metrics, but it's important to remember that transparency comes in many flavours, and without it, improving performance is near impossible. Not being able to see what influences performance is like driving a manual car while having a hand tied behind your back and wearing an eye patch"
"One of the most consistent requests from buyers is "what can I do to make my CTV buy work harder?" Traditional TV buyers were able to see exactly where ads ran, knowing it was the same for everyone else (as well as directly influence position. However, CTV brings a level of efficiency meaning that for the same level of transparency now, we need to know where every single ad ran on every device,"
Connected TV has expanded rapidly and become central to how agencies and brands reach audiences. Buyers increasingly prioritise measurable performance and insist on transparency to enable optimisation. Transparency takes many forms beyond vanity metrics and must reveal what actually drives outcomes. Traditional TV offered predictable placement visibility and control; CTV’s efficiency introduces variability that requires knowing where each ad ran, on which device, and which factors differed between impressions. Publishers operating in programmatic-first environments must provide granular placement and delivery visibility so buyers can diagnose performance and improve campaign effectiveness.
Read at Exchangewire
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