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