At Marketecture Live III in New York City, Mario Diez, Chief Executive Officer, Peer39, and David Nyurenberg, SVP of Digital, InterMedia Advertising, broke down the biggest challenge in CTV today: the lack of signal transparency.

They explored how missing or inconsistent data in the bidstream leads to inefficient buying, commoditized inventory, and limited optimization. Backed by real research and case studies, the conversation highlights why richer signals, better supply paths, and industry-wide transparency are critical to unlocking CTV’s full performance potential.

Takeaways

Chapters

00:00 Introduction to CTV signal challenges and transparency

01:19 How CTV evolved from linear but lost signal clarity

02:29 Why buyers struggle without content-level data

04:44 Research reveals 60% of CTV inventory is blind

06:01 Example: the same content appears differently across platforms

07:05 Supply path optimization and signal quality

10:14 Why completion rate is a misleading metric

11:10 Impact of UGC and misclassified content on campaigns

12:05 Why transparency is key to performance CTV

13:12 Case study: Full transparency drives better results

14:26 Improvements in program-level signals across the market

15:38 Challenges in valuing premium content like sports

17:22 Transparency as a choice for buyers and publishers

18:16 Industry barriers, including outdated privacy laws

20:40 What buyers and publishers can do moving forward

Learn more about your ad choices. Visit megaphone.fm/adchoices