CTV Goes Biddable: What Buyers Need as Inventory Grows

CTV

By

Victoria Porras
CTV Goes Biddable: What Buyers Need as Inventory Grows
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Biddable opportunities within CTV represent a paradigm shift in the way advertisers buy and sell ad inventory. In its infancy, CTV buys relied mainly on direct negotiations and manual processes. As buyers move towards programmatic, CTV is going through the growth and maturity stage needed to be a reliable and transparent environment for advertisers. 

The shift toward biddable CTV is driven by the demand for cost-effective advertising solutions, the need for more precise targeting and better analytics. As AdExchanger recently pointed out, advertisers moving from programmatic guaranteed towards PMPs benefit from competing cost and having the ability to layer additional audience targeting attributes onto CTV campaigns. 

However, the challenge of transparency and complex supply paths remain. 

Let's delve into what buyers should know about biddable CTV and how innovative solutions from Peer39 can help advertisers navigate the still nascent CTV space.

CTV in the Open Exchange: Embracing Biddable

The significant amount of CTV supply on the open exchange marks a shift in the CTV landscape. While publishers have restricted the amount of available inventory in order to continue selling directly, pressure to open inventory up helps publishers scale. This works in tandem with buyers who want a biddable process that is commensurate to other digital channels to be available for CTV campaigns. It also helps publishers monetize unsold inventory.

This shift is evident as more and more marketers, including political advertisers, leverage both PMPs and the open exchange for CTV – gaining enhanced addressability and reach.

The appeal of biddable CTV is the potential for cost efficiency and scale. Advertisers can access a vast pool of CTV inventory through RTB, allowing them to reach highly targeted, precise audiences. 

However, biddable CTV is not without its challenges for buyers. 

Navigating the Challenges of Biddable CTV

Some buyers have worries around transparency and brand safety within biddable CTV. The origin of supply can be opaque, raising questions about the quality and integrity of ad placements. Advertisers need assurance that their ads are served in the right context and alongside appropriate content to safeguard their brand reputation, maintain consumer trust, and reach the right audiences. 

To address these challenges, buyers need transparent solutions for targeting and reporting. With this in mind, Peer39's solutions were built from the ground up, leveraging our expertise in contextual data and brand safety & suitability.

Leveraging Peer39 for Contextual CTV Targeting, Safety & Suitability and Analytics 

For CTV campaigns, Peer39's categories across DSPs gives advertisers the ability to align campaigns to demographics, content genres, and channels – among other ways to reach specific audiences.

Additionally, Peer39 offers advanced brand safety & suitability solutions that help advertisers avoid inventory that we classify as either inappropriate or harmful. Our Safe from Fake CTV Content category ensures ads are running in the CTV environment you want and on actual CTV content, not screensavers or mobile apps. 

Our Safe From categories keep you off of inventory such as:

  • Anime
  • Blind Inventory
  • Divisive News
  • Kids Content
  • News
  • Unprofessional
  • Sensitive Content

Safety & suitability requires knowing where your ads are running. Peer39's Verified Content and Verified Valid Channels categories keep you off blind programmatic channels or content categories.

Peer39’s CTV Analytics dashboard’s post-buy insights deliver comprehensive views into performance, so buyers can pinpoint precisely where optimization is needed. 

Granular insights across key performance indicators include:

  • Completion rates
  • Dayparting
  • Safety & Suitability insights for Fake Content, Divisive News, UGC content
  • Show, Channel, and Content-Genre data
  • Demographic data including political affiliation, age, household income, and dwelling type 

Whether making exclusions to remove low-performers or reallocating budget towards high-performing inventory, advertisers can make data-driven decisions.

Biddable is Here to Stay

Every stakeholder across the CTV ecosystem should continue to invest in bettering the experience of biddable CTV – and Peer39 is here to support advertisers every step of the way.

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