While BARB and ISBA are providing more comprehensive measurement for streaming providers, advertisers are still struggling to understand how to reach audiences across siloed CTV platforms.
Where CTV excels is in content targeting, argues Hitesh Bhatt, Director, CTV/OTT – EMEA at PubMatic. “This takes TV back to what it’s good at, driving ads around relevant content for users.”
In this video interview, filmed at VideoWeek Roadmap in London, Bhatt breaks down the ways in which the video industry can make it easier for advertisers to spend on CTV in 2023.
