Because impressions for OTT and other connected media can be directed to audiences that meet advertiser specs, each impression is more valuable than if it was delivered in a less targeted manner, such as buying a program or time slot on linear TV.
It follows that the value of ad inventory for connected media is tied to how fully publishers and other ad sellers can activate their audiences for data-driven targeting.
Connected media inventory owners are a bit like luxury hotel operators. For both, success depends on selling “rooms” at full value. Imagine owning a 5-star hotel and having to turn away two thirds of guests because rooms were not ready for occupancy. That’s effectively what publishers who rely on legacy digital platforms for connected media audience targeting are doing every day.
THE DATA MANAGEMENT PLATFORM Is Made for OTT and Streaming Media
- The Data Management Platform is powered by Tru Optik’s patented Household Graph, which maintains a comprehensive, accurate connected-device inventory for 80 million households, representing nearly 90% of U.S. homes that stream ad-supported content.
- Unlike legacy device graphs that probabilistically map devices to users and users to households – an approach that compromises accuracy and scale – the Data Management Platform allows publishers to deliver precision targeting that maximizes reach for OTT and other household-based advertising mediums.