Streaming audiences are expanding, content options are exploding, and brands are pouring budgets into premium, lean-back environments.
Streaming services have diversified the content ecosystem. Roku reported in May 2025, its free ad-supported channel reached 145 million people, and streaming hours grew 82% year-over-year
The problem: most CTV targeting strategies are still stuck in the past.
CTV was meant to bring the best of TV and digital together. But many buyers still rely on outdated app-level targeting that offers little transparency and less control. The result? Ads that miss the mark, placements that risk brand safety, and underwhelming campaign performance.
Here’s why CTV targeting fails marketers today and what you can do to fix it.
Problem #1: App-level targeting is too blunt
When you target CTV solely by app or channel, you’re effectively buying a digital equivalent of a network buy. That might work for broad reach, but it’s a terrible fit for campaigns that demand precision or contextual alignment.
CTV viewership surged in Q2 2025, rising 46%, far outpacing the 1% linear TV growth, app-level targeting is a good start, but the audiences are too broad to reach that way.
For example, let’s say you want to avoid news content. If you block an entire channel because it sometimes includes news, you may also block valuable entertainment or sports content from the same publisher. That’s missing out on reaching important audiences.
Problem #2: Lack of transparency leads to blind buying
Without insight into where your CTV ads actually run, you’re operating in the dark. If you don't have program-level reporting, advertisers can’t assess performance or suitability at the program level.
This leads to poor optimization, ineffective targeting, and wasted media dollars. Worse, brands risk showing up next to content that doesn’t align with their values.
Problem #3: Fake CTV inventory can be anywhere
CTV content and channels aren't always what they claim to be. Many campaigns include placements that appear on screensavers, mobile apps, or low-quality environments because all might be categorized as “CTV.” These placements hurt viewability, reduce completion rates, and tank campaign performance.
If you’re not filtering for real CTV environments, you’re likely paying for impressions that never reach an audience.
How to fix CTV targeting The good news? There are proven ways to take control of CTV strategies and drive stronger results.
This level of precision ensures ads appear in the right content and avoid the wrong ones.
For example, if you’re launching a fall fashion campaign, you could target shows featuring style-related themes or personalities. Want to avoid specific actors or types of content? Exclude related terms from your targeting.
Transparency is essential to building a feedback loop for better campaign performance.
CTV is evolving. Your strategy should too. Advertisers need to demand more from CTV as well as the tools now exist to deliver it. By adopting program-level controls, using keywords, and filtering out fake inventory, you can finally treat CTV like the premium digital channel it’s meant to be.
It’s time to move past blunt tools and blind spots. With Peer39, buyers gain the clarity and control to make smarter, safer, and more effective CTV investments.