Individual-Level Targeting Is Most Common CTV Ad Buying Method: PubMatic Report

Ad buyers have so many different targeting options that it’s hard to know which are really important. This Pubmatic study provides an unusual bit of clarity, at least for the connected TV (CTV) world. It turns out that targeting at individual users is the most common CTV ad buying method (used by 87% of buyers), followed by contextual ads (79%), cohorts or segments (71%), location (63%), and publisher (55%). Now you know.

OpenAP, the identity graph provider owned by Fox, NBCUniversal, Paramount, and Warner Brothers Discovery, has convinced three major programmatic ad sales platforms to use its OpenID identifier. Advertisers buying through FreeWheel, Magnite, and Xander Monetize SSPs will be able to target and measure deduplicated OpenID audiences for both linear and connected TV. Media agency GroupM will be the first buying agency to adopt OpenID.

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Nigerian startup Vendease, a digital platform that allows restaurants in Africa to buy supplies, access financial services and power their business operations, has raised US$30 million in an equity and debt funding round to consolidate its growth in Nigeria and Ghana, and to support its expansion across the continent.

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Microsoft has confirmed that Reddit has blocked its Bing search engine from crawling content; Reddit seems to have blocked DuckDuckGo too. Reddit content will still appear in Google search results, but then Google has paid Reddit $60 million to allow it to train its AI models on that content. Reddit says the block has nothing to do with the Google deal: okay.

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Individual-Level Targeting Is Most Common CTV Ad Buying Method: PubMatic Report

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