#ctv-advertising

#ctv-advertising

Pinterest intends to buy tvScientific to turn its intent-rich audience data into a performance engine that extends beyond its own app and onto the connected TV screen - effectively using CTV to close the loop between inspiration, intent, and measurable outcomes. Announced last week, Pinterest expects that the purchase will give it immediate access to one of the few remaining pure-play performance CTV businesses, at a time when advertisers are demanding that television behave more like search and social.

Advertisers that buy Samsung inventory through the Amazon Ads DSP can use both companies' data to target CTV campaigns, as well as measure post-campaign results. This inventory includes ad spots on Samsung TV devices and the Samsung TV Plus network of FAST channels. In other words, a marketer trying to reach a particular type of shopper - parents who buy diapers, for example - can match that interest to segments within Samsung's network where those types of shoppers are highly likely to appear.

Amazon is positioning Twitch as a defining asset in its CTV ambitions, folding the platform's hard-to-reach audience and live-video inventory into the same pitch it uses to sell Prime Video and Fire TV. That marks a clear break from not all that long ago. At Amazon's 2024 upfront, executives walked advertisers through an expanding video portfolio, but Twitch - despite having been in the fold for a decade - barely registered.

Inefficiency is baked into the programmatic supply chain. Between invalid traffic (IVT), bots, flawed targeting approaches that need to be adjusted midflight and ad tech taxes collected by middlemen along the way, brands spend a lot of money without seeing a return. But AI can help cut out some of this programmatic waste, said Caroline Proto, director of global media at EssilorLuxottica.

The Roku Ads API is intended to serve two different kinds of developers, said Hamilton. First, there are the ad tech partners that want to build on top of Roku's technology to create new CRM and CDP tools for advertisers. Then, there are the advertisers and brands themselves, which can incorporate Roku's tech directly into their own systems for measurement, reporting and campaign management.

Back when the dating app first launched in 2012, it was a completely anonymous hookup app - a "quick and safe way to find sex right now," according to one tagline from back in the day. But Pure has since pivoted to what Chantal Pesulima, the app's director of integrated marketing, calls a "full-blown dating app" focused on sexual openness, mutual consent and safety.

"It's a shame because on paper everything suggests that CTV should actually perform better. There's less ad clutter. You can't skip ads. You can be more targeted. There's so many positives to it. But I think price is probably one of the biggest barriers."

"They [clients] may not be used to seeing every layer of the ad tech fees. You have things like data, supply, and other ad tech fees, and it just gets compounded... and can be upwards of 15-to-40% of your media when you use certain platforms."

We've seen CPMs drop year over year,

The integration lets advertisers access an estimated 80 million authenticated U.S. CTV households via a unified shared identifier across Roku and Fire TV platforms.

CTV ad creatives can be expanded beyond those deployed in traditional TV advertising to deliver more relevant messages for viewers and deepen engagement.

"CTV can support and amplify your performance marketing efforts, acting as the ultimate funnel driver to attract new customers and enhance existing channels."