And They are Relatively
Satisfied With Their Current
Content Targeting Solutions
On a Scale Of 1 – 10, How
Satisfied are You With Your
Current Content Targeting
Solutions for CTV?
Programmatic Team
8.8
Innovation Team
8.5
Video Investment
8.2
Digital Investment
Satisfaction with current content targeting solutions increased
35% YoY from 8.58, with programmatic teams contributing
the most to that increase and remaining the most satisfied .
Awareness and availability of content targeting solutions
have grown significantly over the past year. As buyers become
more aware of the possibilities and benefits of content
targeting, publishers are working to pass more, unique signals
used in targeting.
Buyers apply these targeting solutions primarily in SSPs and
DSPs, relying less on publishers. For automated and turnkey
audience targeting solutions, buyers can turn to DSPs. For
content targeting, buyers work with SSPs and publishers as they
are much more likely to have access to scalable, rich content data.
Who do You Rely on to Apply Content Targeting?
66% 65%
47%
SSP DSP Publisher
