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.

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Major SSPs Adopt OpenAP TV Identity Graph

September 29, 2022

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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