Advertisers moving from the world of digital into CTV bring certain expectations around targeting capabilites. But can CTV deliver the same level of granularity as digital? Dan Black, Head of CTV at Teads, suspects not.
“CTV as a space is very much about shared viewing,” he says. “There is certainly an argument where we should be looking at how we simplify targeting capabilities, and actually make that much more relatable to the way in which traditional TV is being bought.”
In this interview, Dan Black also discusses the risks of overcomplicating measurement, and the role of broadcasters in moving viewers from online video into CTV. Filmed at New Video Frontiers 2024 in London.
