In this episode of The Advertising Forum sponsored by Viant, Jeremy Bloom and AdTechGod are joined by Molly Schultz, EVP, Investment Strategy at IPG Mediabrands and Field Garthwaite Co-Founder and CEO, IRIS.TV. They discuss the growing importance of contextual targeting in CTV advertising, the challenges of data limitations, and the introduction of Acxiom Contextual CTV as a solution. Real-world applications and success stories highlight the effectiveness of these strategies in driving brand awareness and consumer engagement.

Takeaways

CTV is now larger than traditional TV in terms of viewership.

Contextual targeting is crucial for effective advertising in CTV.

The IRIS_ID enables publishers to securely share content data with advertisers.

Acxiom Contextual CTV enhances targeting capabilities.

Consistency in data leads to better performance measurement.

Advertisers need to focus on relevance and transparency.

Real-time data can significantly improve campaign outcomes.

The partnership between IPG Mediabrands and IRIS.TV is a game changer.

Successful campaigns can lead to higher viewer engagement.

Understanding emotional signals can enhance targeting strategies.

Chapters

00:00 Introduction to CTV Innovation

02:10 The Importance of Contextual Targeting in CTV

05:49 Overcoming Data Limitations in CTV Advertising

08:07 The Role of Acxiom Contextual CTV

10:17 Real-World Applications and Success Stories

12:04 Measuring Effectiveness in CTV Campaigns