Why identity is the next frontier for Connected TV advertising

Why identity is the next frontier for Connected TV advertising

MC 6A
Masterclass

Information

With consumers increasingly turning to streaming services for a variety of content and convenience, Connected TV (CTV) has become the fastest-growing major advertising channel. Indeed, last year CTV grew in Europe by 23.5% and specifically in Germany by almost 20%.  

Despite its rapid rise, advertisers still face significant challenges on the channel that impede more confident investment. In particular, there is a lack of transparency and control when it comes to identity, which complicates accurate measurement of campaign reach, frequency, and performance. While difficult, addressing these issues is crucial for the long-term sustainability of CTV advertising and so it is essential that efforts are directed at this integration. 

In this Masterclass, we will discuss why integrating CTV with broader cross-platform advertising strategies is essential. In particular, we will outline why effective cross-device identity resolution is needed for the continued success of CTV campaigns. 

Session Language
English
Topics
AdtechMarketing AutomationTV | CTV | ATV | VOD
Stages
All SessionsMC 6A

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