#ctv-advertising

#ctv-advertising

Inefficiency is baked into the programmatic supply chain. Between invalid traffic (IVT), bots, flawed targeting approaches that need to be adjusted midflight and ad tech taxes collected by middlemen along the way, brands spend a lot of money without seeing a return. But AI can help cut out some of this programmatic waste, said Caroline Proto, director of global media at EssilorLuxottica.

The Roku Ads API is intended to serve two different kinds of developers, said Hamilton. First, there are the ad tech partners that want to build on top of Roku's technology to create new CRM and CDP tools for advertisers. Then, there are the advertisers and brands themselves, which can incorporate Roku's tech directly into their own systems for measurement, reporting and campaign management.

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"It's a shame because on paper everything suggests that CTV should actually perform better. There's less ad clutter. You can't skip ads. You can be more targeted. There's so many positives to it. But I think price is probably one of the biggest barriers."

"They [clients] may not be used to seeing every layer of the ad tech fees. You have things like data, supply, and other ad tech fees, and it just gets compounded... and can be upwards of 15-to-40% of your media when you use certain platforms."

We've seen CPMs drop year over year,

The integration lets advertisers access an estimated 80 million authenticated U.S. CTV households via a unified shared identifier across Roku and Fire TV platforms.

CTV ad creatives can be expanded beyond those deployed in traditional TV advertising to deliver more relevant messages for viewers and deepen engagement.

"CTV can support and amplify your performance marketing efforts, acting as the ultimate funnel driver to attract new customers and enhance existing channels."