Beyond the App: Why Program-Level Targeting is the New Standard for CTV

Connected TV (CTV) advertisers have had to play a game of "best guess" with their media buys. When buying programmatically, the industry standard has been to target at the app or bundle ID level. You target a "Sports" app or an "Entertainment" network and hope for the best. But as any seasoned marketer knows, hope is not a strategy.

The problem with app-level targeting is that it lacks the nuance required for modern brand suitability. A single major broadcast app contains a massive spectrum of content: hard news, children’s cartoons, live sports, and reality TV. If a brand wants to avoid divisive news but loves live sports, app-level controls force a binary choice. You either block the entire app and lose the sports audience, or you target the app and risk appearing next to controversial news segments.

The Power of the Content ID

The shift toward CTV program-level targeting changes the equation. By moving the point of control from the app to the specific show or movie, advertisers gain the surgical precision they have long enjoyed in search and social. This is made possible by Content IDs—signals passed from the publisher that identify the specific programming.

Peer39 normalizes these fragmented signals into a unified "truth layer." This allows a buyer to stay active on a premium network app while specifically excluding the 5% of content that doesn't align with their brand values. It is the end of "blunt-force" blocking and the beginning of scalable, nuanced suitability.

Efficiency and Discovery

This isn't just about safety; it is about finding value. When you can target at the program level, you no longer have to rely exclusively on expensive Private Marketplace (PMP) deals to ensure quality. You can buy "Run of Network" inventory with the confidence that your program-level filters will act as a secondary gatekeeper.

By identifying the specific shows that drive the highest completion rates and engagement, brands can discover high-performing pockets of inventory on smaller, niche apps that they previously would have overlooked. Program-level targeting doesn't just protect your brand; it uncovers the "middle-tail" of premium content that offers massive reach at a more efficient price point.