\u201cTransparency\u201d is one of those terms that often gets bandied about when talking about CTV ad buying. Specifically programmatic CTV ad buying. But what does it actually mean?<\/p>\n
Well, at the recent Digiday Programmatic Marketing Summit, agency executives spoke out \u2014 on stage and in behind-closed-door town hall sessions \u2014 on how they see transparency in CTV. The comments ranged from wrangling inventory across CTV\u2019s long tail of supply to determining the right routes to inventory from the likes of Netflix.<\/p>\n
Here\u2019s a selection of what they had to say.<\/p>\n
Inventory control<\/p>\n
\u201cHas anyone seen any improvement in their CTV transparency in their buys at all, anywhere? Is it still just everyone\u2019s not getting any feedback of data, what episode you ran on [in] streaming, anything, no transparent pricing? Anyone found any solutions to address that other than yelling into the ether?\u201d<\/p>\n
\u2013 Anonymous agency executive<\/p>\n
\u201cIn terms of optimizing the publisher list, we\u2019ve been able to determine the percentage that goes to more run-of-network versus live sports. Hulu, for example, we\u2019ve allocated the percentage of spend and impressions based on the specific allocations across the publisher list that we use. This is for a very large-volume client, though.\u201d<\/p>\n
\u2013 Anonymous agency executive<\/p>\n
\u201cThere\u2019s been a lot of AI slop out there lately. We\u2019re seeing a lot of it on YouTube, especially. Mobian was telling me a few weeks ago they\u2019re seeing 5% of [ad] delivery they\u2019re measuring [is ads running] on AI slop. And like 70% of that was published in the last 30 days. So it\u2019s growing like crazy right now.\u201d<\/p>\n
\u2013 Doug Paladino, head of programmatic, PMG<\/p>\n
\u201cA lot of CTV deals, especially with larger buys are done usually [through PMPs, or private marketplaces] or some kind of package where it\u2019s done separately outside of programmatic channels.\u201d<\/p>\n
\u2013 Anonymous agency executive<\/p>\n
\u201cWhat\u2019s nice about CTV is like 80% or so of inventory is really served from two publisher ad servers [Comcast\u2019s FreeWheel and Magnite\u2019s SpringServe], and we\u2019re connected to those curation tools. And really seeing and curating based on a lot of signals that aren\u2019t available in DSPs\u2026. [For example,] \u2018Monday Night Football\u2019 on ESPN, we can go into those tools, curate when I want to create a deal that runs Monday night, 8 pm to 11 pm when channel equals ESPN and push that to every DSP. That\u2019s a \u2018Monday Night Football\u2019 deal, and I can get it at my run-of-network rates that way instead of having a [streaming pay-TV provider] or Disney curate it for me at much higher rates.\u201d<\/p>\n
\u2013 PMG\u2019s Doug Paladino<\/p>\n
\u201cThere\u2019s a lot of value in PMP in that you can still maintain your targeting, your decisioning. Your optimization capabilities are stronger there. So for clients that are more agile and that want that optimization, there\u2019s a lot of value in buying their CTV through PMPs.\u201d<\/p>\n
\u2013 Meghan O\u2019Keefe, evp of precision and performance, Publicis Media Exchange<\/p>\n
DSP decisions<\/p>\n
\u201cI just wrapped up an A\/B test last month of buying Netflix directly from Netflix or through Yahoo DSP. It\u2019s the same targeting. Netflix charges for any sort of targeting, and so I was thinking with things like dayparting and geotargeting, is it worth paying the DSP fees to execute that? I don\u2019t have the results yet. I looked after two days and was seeing much better performance through Yahoo DSP, but I don\u2019t have all the data yet.\u201d\u00a0<\/p>\n
\u2013 Anonymous agency executive<\/p>\n
\u201cWe have 55 different DSP seats. And so if I have a new LG Ads deal that I want to push out, I need to push that to 55 different places. But with centralizing that and some curation tools, I can create one deal, push that out. If I need to make adjustments, block news to it or whatever, I can do that centrally. That helps make sure that every brand is using the deal that\u2019s curated by us as opposed to the DSP\u2019s off-the-shelf deal.\u201d<\/p>\n
\u2013 PMG\u2019s Doug Paladino<\/p>\n
\u201cA lot of our clients are in a multi-DSP world right now. The average client might have a CTV DSP, a retail DSP if that\u2019s important to them, and then they might have the rest of their buy, so to speak, in another one. So we\u2019re seeing clients have two or three DSPs on their plan but serving very specific strategies.\u201d<\/p>\n
\u2013 Publicis Media Exchange\u2019s Meghan O\u2019Keefe<\/p>\n
Intermediary issues<\/p>\n
\u201cThere\u2019s still a lot of intermediaries at place, whether they\u2019re bundled deals or curation where you\u2019re starting to package different inventory together. You still want to make sure you\u2019re getting that direct access to supply, that the price you\u2019re paying matches the supply that you\u2019re getting. And it matches the right content. That you\u2019re not paying a really high CPM and ultimately what you\u2019re getting in your bundled deal is really long tail [inventory], for example. So there\u2019s still a lot of those same rigor that you want to put against your CTV supply strategies.\u201d<\/p>\n
\u2013 Publicis Media Exchange\u2019s Meghan O\u2019Keefe<\/p>\n
\u201cWe\u2019re buying [Netflix] directly right now. And some of the issue is integrations with certain brand measurement partners. We have to run direct for that reason. And similarly we have to pay the upfront costs and demo targeting.\u201d<\/p>\n
\u2013 Anonymous agency executive<\/p>\n
\u201cWe\u2019ve built our own buying platform for CTV, and a big reason behind that was we were able to make sure we\u2019re getting the log-level data that gives us the transparency to curate what we want and make sure we\u2019re buying the stuff we want and not some masked stuff that\u2019s not what we think.\u201d<\/p>\n
\u2013 PMG\u2019s Doug Paladino<\/p>\n
\u201cApplying identity within the DSP is one [type of fee] that is really particular to CTV. I mean, CTV is a fragmented identity space, so to control for frequency \u2013 which we of course want to do \u2013 you often need to apply your identity within the DSP, which can come with a fee. That\u2019s a little bit different for CTV.\u201d<\/p>\n
\u2013 Publicis Media Exchange\u2019s Meghan O\u2019Keefe<\/p>\n","protected":false},"excerpt":{"rendered":"\u201cTransparency\u201d is one of those terms that often gets bandied about when talking about CTV ad buying. Specifically…\n","protected":false},"author":2,"featured_media":185301,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[114,103937,107296,85,46,107295],"class_list":["post-185300","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business","tag-business","tag-business-of-tv","tag-digiday-programmatic-marketing-summit","tag-il","tag-israel","tag-the-programmatic-marketer"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/185300","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=185300"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/185300\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/185301"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=185300"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=185300"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=185300"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}