Achieving Clarity in CTV Advertising with a Transparent Optimization Metric

If Peer39 was in the food business, our Quality Score would be an overall rating that would be on food packaging: a number between 1-100 that took into consideration serving size, ingredients, vitamin content percentage, calories, cost, and flavor.

Lucky for our clients, Peer39 is tackling a more complex group of signals; those for CTV advertising campaigns. That's why we brought to life the CTV Quality Score, furthering our singular goal to bring transparency to buying and analytics in CTV, making it easy for buyers to optimize.

The CTV Quality Score is a consolidated performance and suitability metric that brings much-needed clarity to CTV campaigns and optimization, enabling advertisers to maximize their return on investment. 

The Need for Clarity in CTV

• Multiple metrics can be difficult to interpret: CTV metrics such as completion rates provide some insight, but they don't offer a complete picture of campaign health.
• Lack of transparency can obscure true performance: Advertisers often struggle to gain visibility into the specific placements and environments where their ads are running.
• Brand suitability concerns can arise from inappropriate content: It's crucial to ensure that ads appear alongside content that aligns with brand values and avoids potentially damaging associations.

The Power of a Consolidated Metric

A consolidated performance, placement context, and suitability metric addresses these challenges by distilling complex data into a single, easy-to-understand score. This score considers various factors, including:

• Completion Rate: The percentage of viewers who watch the entire advertisement.
• Channel Validity: The percentage of placements on legitimate, verified CTV channels.
• Content Suitability: Factors like the presence of sensitive content, user-generated content, fake content, and overnight ad serving.

Benefits for Advertisers

By combining these metrics into a weighted score, advertisers can:

• Quickly assess campaign health: The score provides an immediate indication of overall performance and suitability.
• Identify areas for optimization: The score highlights specific areas where adjustments can be made to enhance campaign effectiveness and brand safety.
• Benchmark performance: The score allows advertisers to compare the performance of different campaigns and make data-driven decisions.

Even the advantages for advertisers who use the CTV Quality Score are easy to understand.

• Simplified reporting: Reduces the complexity of CTV analytics and makes it easier to understand campaign performance by having key metrics accessible all in one place.
• Enhanced transparency: Provides a clearer view of the factors impacting campaign success and brand suitability.
• Improved campaign optimization: Enables data-driven decision-making to maximize ROI and ensure brand safety.

Want a CTV Quality Score for CTV campaigns?

Peer39 believes so strongly that this tool can help advertisers that we've made it as simple as possible:

1. Get a Peer39 CTV tag
2. Put that tag into your DSP
3. View reporting in the Peer39 platform
4. Optimize as necessary. Pro tip: Use our added value CTV Quality Score Optimization Calculator, available in the Peer39 platform.
5. There is no step 5, that's how easy it is.