The Path to Programmatic
In the early days of online advertising, direct site buys were the name of the game to secure inventory. As time passed, biddable media campaigns using programmatic technology emerged as a reliable, cost-effective way to advertise online.
Television advertising is similarly undergoing a series of evolutions as viewership shifts from linear over the air to CTV, and accessing TV inventory is now possible with programmatic.
"Amidst the burgeoning development of global CTV, transparency and control are top of the agenda. Indeed, advertisers eager to change the game for CTV targeting need more comprehensive data and reporting. That's why, as a long-term and trusted partner of Peer39, Adform is excited to bring Peer39's CTV contextual and brand safety categories into our DSP, to offer our clients even greater control over their CTV media buying strategies."
-Vicky Foster, VP Global Commercial Partnerships, Adform
The flexibility of programmatic CTV targeting is opening up advertiser opportunities across this high-value, high-attention environment. But with new opportunities comes potential set-backs and hesitations.
Buyers of programmatic have brought across expectations from other, long-standing digital channels and this had led to disappointment with what's currently available for CTV in terms of control and transparency.
Peer39 aims to address the needs for targeting, brand safety, and reporting.
As the CTV inventory supply chain is still relatively early to adopting programmatic, publishers, SSPS, DSPs, data providers, and agencies alike are working together to identify, test, and optimize CTV solutions that drive performance and maximize investments for advertisers.
Following Peer39's recent product release with long-time partner Adform DSP, we are so excited to bring contextual CTV capabilities to all Adform clients including; targeting, brand safety & suitability, and CTV analytics!
Transparency is here
With transparency for CTV campaigns a primary concern for buyers, Peer39 is committed to making transparent and actionable insights for CTV buys available. Advertisers using Adform for CTV campaigns can also access Peer39's CTV Analytics Dashboard to gain transparency into their campaign performance and identify opportunities to optimize.
New to contextual CTV and want to learn more?
Check out our full CTV Tool Suite or reach out to sales@Peer39.com to learn more.
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