Have you ever wondered why the ads you see online seem to be tailored just for you? That’s because of programmatic advertising, a technology that connects advertisers and publishers to target specific viewers in milliseconds!
In recent years, the rise of connected TV (CTV) has changed the way people consume video content, and programmatic advertising has followed suit. CTV programmatic advertising is a way to target viewers watching TV shows or movies via streaming devices or smart TVs, using the same technology as traditional programmatic advertising.
In the past, TV advertising was limited to linear TV and was not targeted to specific audiences. Advertisers had to rely on rating solutions to estimate how many people were watching a particular program, but they had no way of knowing if their ads were actually being seen by their target audience. This made TV advertising less effective than it could be.
With CTV programmatic advertising, advertisers can target specific audiences using first and third-party data such as demographics, interests, and viewing behavior. This means that ads can be served to viewers who are more likely to be interested in them, leading to better engagement and ultimately higher ROI.
The process of CTV programmatic advertising is similar to traditional programmatic advertising. Advertisers use a DSP to bid on ad space in real-time based on criteria such as target audience, location, and time of day. The DSP then connects to an ad marketplace, where publishers offer ad inventory for sale. The SSP provides publishers with a way to manage their ad inventory and sell it to advertisers.
When a viewer watches a TV show or movie on a streaming device or smart TV, the device communicates with the ad exchange to auction off ad space to the highest bidder, which is determined by the DSP. The winning ad is then served to the viewer in real-time, all within a matter of milliseconds. This entire process happens in the background, with no human intervention required.
CTV programmatic advertising has revolutionized the way TV advertising works, making it more efficient, effective, and profitable. By using advanced technology to serve ads to specific audiences in real time, advertisers can reach the right people at the right time, leading to better engagement and higher returns on investment.
Added.TV CTV specializes in CTV programmatic advertising, providing publishers and advertisers with an all-in-one solution to tap into this growing market. Added.TV advanced technologies such as SSAI, Ad server, Auction Ecosystem, Audience Management, Analytics & Reporting, Frequency Cap, and more make it simple for advertisers to target their audience and maximize their ROI.