One of the biggest lingering OTT myths is that audience-based advertising across Connected TV is not scalable. This is clearly no longer the case, as 80 million households that view ad-supported CTV are deterministically mapped to Tru Optik’s Household Graph.
With cord-cutting on the rise, that means ad-supported CTV now has more than 75% the reach of linear TV and is gaining every day. In fact, OTT reaches more consumers in the coveted 18-34-year-old age group than linear TV does.
The astonishing growth of Connected TV coupled with the availability of Tru Optik’s OTT Data Marketplace across large buying platforms is changing the way brands and agencies plan TV advertising in general and Connected TV in particular. CTV is no longer just about generating incremental reach among Millennials and cord-cutters. CTV is now the dominant component of many TV campaigns, an increasing percentage of which leverage advanced audience characteristics to reach specific targets. Advertisers no longer need to settle for location-based, contextual, or run-of-network CTV buys, which don’t tap the true power of Connected TV.
Below are two critical components advertisers should consider when devising audience targeting strategies for CTV:
1. Data Accuracy - CTV ad inventory is bought at the household level not the individual level like traditional digital. Therefore, segment sizes, naming conventions, and costs are often different than for legacy desktop/mobile advertising, even when using the same data provider. It’s important to forecast your audience size in advance specifically for Connected TV.
2. Privacy Compliant Data - Since web cookies don’t work across CTV and the device and publisher ecosystem are increasingly fragmented, it‘s difficult for agencies and brand marketers to ensure their targeted CTV campaigns are privacy compliant. Tru Optik’s OTT Data Marketplace is scrubbed against privacy.tv, the only privacy solution that works across OTT platforms, publishers, and data providers to allow consumers to exclude their entire household from receiving OTT campaigns that rely on interest-based targeting or third-party data.
This means households that have opted out using privacy.tv or a privacy register operated by any of the publishers, device manufacturers or data providers Tru Optik works with are excluded from all audience segments in the Tru Optik Data Marketplace
We are proud and excited to have the Tru Optik OTT Data Marketplace available for advertisers to leverage across leading advertising platforms and publishers. We are equally proud of all the work we have done to ensure advertisers can execute targeted Connected TV campaigns with scale and accuracy while respecting consumer privacy.