As brand marketers defend their ad budgets in an unsteady economy, they are challenged to execute more efficient media campaigns. In this session, Spectrum Reach shares how new audience data, advanced media measurement and attribution measurement are providing insights at scale to improve the effectiveness of multiscreen media buying.

In this session, industry experts discuss the programmatic CTV ecosystem, successes and challenges that buyers encounter, and what to expect in the future.

With consumers in control and watching TV in more ways and on many different platforms, advertisers must evolve their approach for reaching today’s converged TV viewer. Advertisers are continuing to shift more dollars to CTV this year and it’s an essential buy for linear TV buyers— as without CTV in the mix, they’re missing out on a huge audience segment. In parallel, the silos are coming down as more linear TV and digital teams are coming together to form converged buying teams. In this presentation, Justin will share insights on refining audiences and key considerations for effective and streamlined targeting, buying and outcomes-based measurement in today’s converged TV landscape.

Advertisers are focused on making their ad dollars work smarter and harder and prioritizing the CTV channel, which is further propelling the ad-supported streaming boom. With marketers facing increased budget scrutiny, their emphasis is on performance-based media plans and measurability — and a large plurality of advertisers are already embracing the data-driven capabilities of CTV for both brand awareness and trackable, outcome-based marketing goals.  In parallel, a heightened brand safety focus is driving more dollars to CTV. 

This Premion-led panel will feature experts from HUMAN Security on ad fraud protection and brand safety as well as Upwave on measurement, for valuable insights on what advertisers need to know on these topics as they continue to shift more dollars to streaming.

Stu Schwartzapfel, EVP of Media Partnerships at iSpot, will explore why person-level data is table stakes for accurate CTV measurement, the limitations without it and the challenges associated with collecting and analyzing co-viewing behavior. You’ll also get a look at the impact of co-viewing metrics on CTV audience measurement and gain a deeper understanding of the implications of person-level data on cross-platform advertising.

CTV has revolutionized the way we watch TV, but has also brought about unique challenges. In this panel, advertising leader Mike Fisher sheds light on GroupM and iSpot’s quantification of CTV’s continuous play problem, how it impacts advertisers and where the industry is today. You’ll also learn about the CTV measurement opportunities available with big data and in-market verification.