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As the TV advertising landscape continues to transform, publishers are left to find ways to maintain relevance and unlock new revenue streams. Moving beyond conventional key performance indicators (KPIs) like delivery, and preparing for the deprecation of the cookie, we are entering an era where advertisers expect precision and efficiency from all media investments. In this blog post, we explore the latest measurement capabilities, the impact of the cookie’s demise, and how Cadent Aperture Viewer Graph is helping publishers navigate this dynamic advertising environment.
OTT, CTV, and FAST publishers are no longer just competing on contextual relevance or programming schedules. To remain competitive, they must embrace targeting and measurement solutions that provide advertisers with what they need to thrive in today’s marketplace.
According to a forecast by eMarketer, CTV ad spending will grow over 20% to reach $30B in 2024. The linear TV industry is no longer a growth industry. This shift is driven by the incorporation of advanced TV data sets, new measurement practices, and an influx of biddable TV ad supply. Publishers will need to future-proof their inventory to support an increasing number of ads on OTT/CTV. This will require you to have the ability to transition from direct IO to programmatic guaranteed (PG) and private marketplace deals (PMP), and from GRPs to real business outcomes like web visits and sales lift.
The call for outcome-based measurement is loud and clear. As advertisers seek more than just delivery and reach metrics for their TV campaigns, publishers must adapt to their customers’ needs. Being proactive, rather than reactive, is crucial to staying ahead. Notably, independent and smaller publishers tend to lack solutions to measure outcomes for third-party demand. The integration of audience data and measurement into your inventory provides a seamless solution for customers who are increasingly demanding a deeper understanding of campaign impact beyond impressions and awareness.
The complexity of TV measurement requires a shift towards normalizing data across omnichannel campaigns. An identity graph becomes essential in achieving this normalization. Cadent Aperture Platform and its underpinning Viewer Graph technology emerge as a key player, helping publishers and advertisers target audiences seamlessly across the fragmented TV ecosystem.
Driven by AI, Aperture Viewer Graph achieves outstanding match rates across diverse identifiers such as home addresses, emails, and IP addresses. With over 125M households reached, it connects TV ad exposure on any device to the household, eliminating waste and enabling closed-loop measurement.
Upload first-party data in minutes, match it with Aperture Viewer Graph, and precisely target high-value audiences in a privacy-safe manner – all without relying on cookies. The always-on, always-learning proprietary model ensures devices are correctly mapped, providing a reliable foundation for data-driven activation.
With Viewer Graph, you can fully connect with the right audiences, turning data-driven strategy into data-driven activation. As a publisher, Viewer Graph allows you to better support your advertiser customers by optimizing ad campaigns and increasing your monetization potential.
As the TV advertising landscape continues to transform, the move towards outcome-based solutions is not just a trend – it’s a necessity. Aperture Viewer Graph stands at the forefront, offering a revolutionary approach to TV measurement. Get in touch to learn more about how Aperture can help you embrace the future of TV advertising with confidence.
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