Mario Diez, CEO of Peer39, highlights the growing challenges in the connected TV (CTV) landscape as both new advertisers and content sources emerge. With the surge in CTV audiences and inventory, advertisers face difficulties in finding relevant inventory and assessing quality. The need for consistent data signals is crucial for optimizing ad performance. Diez believes that contextual signals provide promising solutions. As the industry evolves, there's potential for a programmatic marketplace boom as advertisers seek to leverage digital buying strategies in CTV.
People are consuming a great deal of content nowadays, across a variety of different services. Alongside an increasing supply of content for consumers, we also have many new advertisers and buyers entering the arena.
While being quite exciting, this also exposes one of the biggest challenges in CTV: signal's consistency when it comes to finding inventory that is relevant to the desired audiences.
Currently, I see this as both the largest challenge and opportunity. Contextual signals are emerging as a great toolset.
CTV audiences will continue to grow - I doubt that will be debated! There will continue to be more inventory, more data, and more advertisers.
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