18% of CTV placements identified as unsuitable or wasted spend
Without program-level transparency, a commercial banking advertiser struggled to identify unsuitable CTV placements while maintaining campaign scale. Peer39 helped improve visibility, eliminate wasted spend, and redirect investment into higher-quality environments.
About the advertiser
A commercial banking advertiser was looking to improve visibility into where CTV campaigns were running while maintaining scale across premium streaming environments. The team needed stronger controls around brand suitability and greater confidence in campaign placements without limiting reach.
The challenge
The advertiser lacked program-level transparency needed to optimize CTV performance effectively. Existing reporting and pre-bid targeting approaches were unable to provide enough insight into placement quality, making it difficult to identify unsuitable environments or wasted spend.
Maintaining campaign scale remained critical. The team needed a way to improve placement quality and brand suitability controls without reducing delivery.
The solution
Peer39 recommended activating a CTV pre-bid targeting strategy alongside the Peer39 reporting tag to improve visibility and optimization capabilities across CTV inventory.
Using the Verified Valid Channels category gave the advertiser stronger transparency into campaign environments while helping eliminate unsuitable placements and low-quality inventory. This category is exclusive to legitimate CTV content across more than 1,200+ validated CTV channels.
Peer39 Analytics provided mid-flight optimization insights that helped the team make more informed media decisions during the campaign.
The results
The campaign uncovered that 18% of placements were either unsuitable or contributing to wasted spend.
The advertiser eliminated those placements while maintaining campaign scale. Media dollars previously lost to low-quality environments were reallocated into more suitable, higher-performing CTV channels.
Key outcomes
- 18% of placements identified as unsuitable or wasted spend and removed from the campaign to increase reach
- Improved transparency into CTV channel placements
- Better alignment with brand suitability goals
- Maintained campaign scale while improving placement quality
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