CTV
What is Content Metadata?
Content metadata is the data sent from publishers in
the bid request that helps describe and categorize
content. Think: title, series name, episode number,
language, rating, channel, genre.
Content is Not Only an Ad Medium, But Also the Key to Targeting
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The ability to have insight into the topic of TV content- like what show, movie, genre, or channel a CTV campaign is running on, is
key to helping buyers reach their intended audience.
Content alignment is the most widely used form of targeting in CTV, and while
the industry continues to invest in standardized content metadata, there is still
a ways to go when it comes to increasing the amount of contextual metadata
available to buyers.
Most buyers apply their own targeting like audience targeting, 1st party data
targeting or zip code targeting in their DSP of choice. While DPSs are in the
process of onboarding more complex targeting capabilities, curating publisher
specific metadata is limited, and must come from an SSP.
of streamers positively rate their viewing
experience if the ads are relevant to them
58
%
Source: Analytic Partners 'The Rules of Recession-Proofing' report.
Contextual targeting is
1.2 to 2.5x more effective
than other types of targeting
