Many advertisers think strict brand suitability controls keep them safe, but in reality, they often do the opposite. When applied too broadly, they shrink reach, inflate costs, and block valuable inventory. The problem isn’t suitability itself. It’s the way controls are executed.

Keyword controls transform CTV.

Connected TV (CTV) campaigns are supposed to offer premium, high-quality ad experiences. But there’s a hidden problem draining performance and wasting budgets: fake CTV content.

Buying CTV shouldn't feel like guessing. Yet for too long, advertisers have had to make blind bets on where their ads appear, often hoping they show up in brand-safe, relevant, and effective environments.

Streaming audiences are expanding, content options are exploding, and brands are pouring budgets into premium, lean-back environments.

With viewership surges, streaming ad inventory fills quickly, and competition for consumer attention hits its peak in the holiday season.