There’s no denying that Over-The-Top TV (OTT) campaigns have grabbed the attention of advertisers, publishers and exchanges, however there is a major concern over campaign measurement. Existing solutions are inadequate for OTT campaign measurement based on lack of scale and inaccurate device maps. Scale is required to measure granular audiences fragmented across publishers, devices, and time. And current, incomplete device maps cannot accurately de-duplicate reach and frequency at the household level.
Time is money and advertisers cannot wait to review metrics to optimize campaign performance.
We are proud to have made enhancements to the Tru Optik Cross-Screen Audience Validation (CAV) solution to help publishers, advertisers and exchanges better measure and validate ad delivery in real-time.
CAV is the only real-time OTT campaign-measurement solution with scale and flexibility that validates InTarget ad delivery against specific demographic, behavioral and interest-based targets across all Connected TV (CTV) devices.
By leveraging our patented 80M Household GraphTM , CAV provides de-duplicated household-level reach and frequency, device authentication and advanced audience validation for OTT and CTV campaigns. CAV InTarget data partners provide best-in class behavior and interest-based segment data. And CAV is fully privacy complaint.
CAV enhancements include:
1. Day of results – CAV offers real-time data and insights to influence campaign performance through same-day as well as weekly, monthly, end of campaign and ad-hoc reporting.
2. Customized reports – CAV provides customized reports for advertisers to identify by DMA, publisher and creative.
3. Publisher trend lines - CAV reveals insights on impressions and date ensuring premium CTV buys to the largest screen in the home.
“CAV is the only solution that measures delivery of OTT campaigns and lets advertisers see the promise of audience-based TV advertising,” said David Weisenfeld, Chief Strategist of Tru Optik. “Our latest additions to the solution provide our clients with the ability to utilize insights to improve ROI, evaluate the true performance of media inventory and ensure that campaigns are reaching the desired audience at the optimal frequency.”
Are your OTT Campaigns being delivered to the right audience on the right device? Are you paying a premium for your ads to run on mobile devices? To learn more about how CAV can help you, join us on Wednesday, September 18 at 2 PM ET for the InTarget Validation and Cross-Screen Measurement for OTT Campaigns webinar hosted by Mr. Weisenfeld.