From Signal to Strategy: Peer39 @ Marketecture Live

Too often when the CTV industry talks about transparency, the focus is on outcomes, measurement standards, fraud detection, and fee structures.

These conversations matter; however, they sit above the signals that actually make transparency possible.

On March 10 at Marketecture Live in New York City, Peer39 CEO Mario Diez will take this insight deeper. In their session “Signal vs. Static: How We Get to True CTV Transparency,” Mario and David Nyurenberg, SVP of Digital at InterMedia Advertising, will examine the metadata signals that power CTV buying decisions, as well as how inconsistencies in those signals shape performance in automated environments.

The session will move beyond conceptual debates and into infrastructure by asking:

• What signals are actually available in CTV today?
• How consistent are they across supply paths?
• How do content signals, delivery signals, device signals, and performance feedback signals appear inside real buying and reporting systems?
• And how does signal depth influence optimization, SPO decisions, and long-term outcomes?

The data behind the discussion
This conversation directly builds on a forthcoming report from Peer39, How CTV Transparency Is Dragging Down Performance, where we show the risks and issues caused by CTV scaling faster than the signal layer required to describe it. 

Our analysis shows that almost 60% of CTV bid requests contain no usable program-level content signal. Among impressions that do carry data, much of it is shallow or self-declared, limiting granular optimization and meaningful reporting.

The performance implications are measurable:

• 25.2% of open exchange CTV bid requests qualify as Fake Content.
• Completion rates cluster tightly across authenticated programming and lower-context environments alike.
• Surface metrics can appear stable even as content quality and screen context vary.

As CTV becomes increasingly automated and performance-driven, these signal gaps carry greater weight. Optimization systems respond to the inputs they receive. When content, context, and delivery signals lack depth or consistency, transparency becomes constrained at the level of infrastructure.

Join the conversation

Marketecture Live will be held on March 10–11 at The Glasshouse in New York City. If you’ll be attending, join the breakout session on March 10 from 11:15am-11:35am to explore how signal quality is shaping the future of CTV optimization.

And, for a deeper look at the data behind these findings, keep your eyes peeled for the full report, How CTV Transparency Is Dragging Down Performance, coming March 10.