Solving for Challenges in CTV Ad Serving – Part 5

In a Q&A that appeared in ExchangeWire, Unruly’s Erhard Neumann, Managing Director of our Spearad ad serving and unified auction platform, discussed the current state of CTV and how TV broadcasters and CTV/OTT content providers can address industry challenges. We’ve divided the interview into quick-hit reads to keep you in the know…fast.

PART 5: Mitigating the Negative Effects of Identifier Depreciation

What effect will identifier deprecation across mobile and display have on CTV viewer experience, and how can any potential negative effects be mitigated?

I think the industry should see the deprecation of traditional identifiers as an opportunity to do things in a more consumer-centric, privacy-forward manner.

When it comes to CTV, sharing metadata and contextual information is key, as are traditional TV metrics such as about time of the day and where and how to best reach the audiences. This information can be all put together to create a relevant ad experience for consumers.

It’s perfectly acceptable to give up some precision on the user level, as long as the quality of the advertising and the user experience is advanced, which is what modern ad servers can facilitate.