CTV is often seen primarily as a brand platform says Hitesh Bhatt, Senior Director of CTV/OTT for EMEA at PubMatic, used to deliver incremental reach beyond linear TV campaigns.
But PubMatic is seeing increased interest from performance advertisers and direct-to-consumer brands. As a result, PubMatic has begun measuring ROI on CTV campaigns, and the results have been strong, showing that CTV actually delivers higher ROI than direct response TV.
In this interview, Bhatt discusses how PubMatic measures ROI for CTV campaigns, and also explains how PubMatic’s relationships with clients is evolving. Filmed at New Video Frontiers 2023 in London.