CTV ad sellers share genre labels in place of show-level data, but those labels are not yet reliable enough
TLDR
Connected TV ad sellers have been reluctant to share show-level information with advertisers, so genre labels are used as a substitute, but those labels are not reliable enough to fill the gap.
Digiday examines the messy state of genre labeling in connected TV advertising. Sellers have been hesitant to disclose show-level details, and passing along genre labels would be the next best option, but the labels are not consistently dependable enough to serve that purpose.
How we got here
- Oct 26Mobile Ad Tech Firm Affle Plans to Sell Connected TV Ads on Performance Terms
Mobile ad tech holding company Affle wants to sell connected TV ads on outcome-based terms, similar to how app installs are bought.
- Oct 21YouTube and Tubi dominate streamers' ad exposure time, according to new Comscore data
Comscore's new Score Report shows YouTube and Tubi lead streamers in share of audiences' ad exposure time.
- Oct 13Starling launches as connected TV SSP addressing show-level data gap for marketers
Starling has launched as a connected TV SSP aimed at solving the show-level data problem CTV marketers face.
- Oct 9Xbox Pursues TV-Style Ad Model; Meta Tests Link Toll System
Xbox is exploring TV-style advertising, and Meta is testing a monetization model tied to link sharing.