Market Transparency, AI Reshape Ad Buying in Connected TV: Horizon Media's Samantha Rose
Horizon Media is rethinking connected TV (CTV) buying by treating CTV as multiple subcategories—live CTV, AVOD, FAST and others—and planning and optimizing differently across each. Clients are demanding program- and scene-level transparency so they can measure where ads run, bid programmatically on the impressions that matter, and balance reach with efficiency. Contextual metadata and AI are being deployed to compensate for weaker user-level targeting, improve relevance, and enable real-time placement and interactive formats. Greater visibility into specific shows and scenes is also reframing brand-safety approaches, allowing advertisers to avoid problematic moments while accessing more inventory.
Behavioral Data Holds Key to Unlocking CTV’s True Potential, EDO’s Weiss Says
EDO CEO Charlie Weiss argues that behavioral intent data—especially real-world search and website visitation—can turn noisy signals into near-real-time predictors of CTV ad effectiveness, linking engagement to future sales and market-share shifts. He says “precision at scale” for SMBs requires...
Gracenote’s Bill Michels: Scene-Level Targeting Only Works If You Can Do It At Scale
Gracenote says its long-standing content metadata and universal IDs are enabling advertisers to move beyond app- or IP-level CTV buys toward content-aware buying at scale. Advances in standardized IDs and richer metadata — including scene-level signals — are increasing the...