CTV advertising has come a long way since 2018, in terms of high-quality inventory, available data and targeting capabilities. But there is still progress to be made in educating clients and measuring campaigns, argues William Jones, VP Partnerships, EMEA & APAC at MediaMath.
For a DSP such as MediaMath, education is hugely important to show clients what sort of inventory and targeting is available. Now the industry needs tools to measure deduplicated reach and frequency across platforms, in order to drive revenue through CTV pipes.
In this video interview, filmed at TV Rise 2022 in Barcelona, Jones explores this “second stage” of CTV, the high-profile players entering the ad market, and those who nailed it from the outset.