Liu shared a concerning stat: “40% of the time, you don’t even know which app an ad is running in, right? That’s scary.” For the other 60% of the time, advertisers don’t know what show they’re advertising on.
Buying CTV the ‘right’ way
In this fast-changing landscape, the panelists offered advice on how to buy CTV more effectively
Jen Duensing, SVP of performance media at Spark Foundry, brought up the importance of supply inventory data. She talked about it from the buyer side, saying there needs to be transparency so that advertisers can scale.
“It’s about getting down to the supplier’s data as close as possible—it’s critical. Ensuring that you have as much inventory,” Duensing said. “Otherwise, scaling is challenging.”
Elizabeth Latham, VP of Riott Media strategy and operations at Marriott International, also discussed inventory, but from the seller side. She urged publishers to be transparent about selling supply and making it clear what audiences are being reached.
“I think publishers need to step up and make their supply more overt in what it is, while still putting their value proposition forward, which is, ‘Buy the audience, don’t buy the supply,’” Latham explained.
