Unlocking the Potential of Scaled TV Data

Welcome back to our “9 Days of CTV” series! Today, we’re focusing on a critical element of effective CTV advertising: scaled TV data. Previously, in “Working Media: Make Every Advertising Dollar Count in CTV,” we explored strategies for efficient ad spending. Building upon that discussion, we’re now delving into the importance that data infrastructure has in achieving optimal outcomes.

We’ve previously explored the broader context of measurement in the advertising landscape with “Re-thinking measurement in the advertising dynamic landscape.” While that post addressed the evolving nature of measurement and some of its challenges, today we’re concentrating specifically on how scaled first-party data and identity solutions enhance targeting, optimization, and cross-platform measurement within CTV. 

Effective advertising in CTV demands precision and detailed measurement. Today’s advertisers require insights to drive high-performing strategies, making scaled TV data essential. Utilizing robust data transforms CTV campaigns into targeted initiatives, even when facing data loss.

The Data Challenge in Today’s Television Environment

Viewing behaviors have fundamentally changed. Audiences consume content across numerous platforms, including smart TVs and connected devices. This dispersed viewership challenges advertisers attempting to reach specific demographics and accurately assess campaign impact. Additionally, increasing privacy regulations and the depreciation of traditional tracking methods like cookies and device IDs have led to significant signal loss. This loss of data creates gaps in understanding audience behavior and complicates accurate measurement.

Scaled TV data provides a comprehensive view of viewer behavior across the CTV ecosystem. By collecting and analyzing large data volumes from various sources, we develop a complete picture of who viewers are, what they watch, and how they interact with ads, even amidst signal loss.

Why Data is Essential for CTV Success

Data goes beyond mere numbers; it involves understanding and customizing campaigns to audience preferences. Here’s why data is crucial for solving challenges in CTV and enabling success:

• Precise Audience Targeting: Granular data allows segmentation based on viewing habits, interests, and purchase behavior, ensuring relevant ads reach specific audiences even as data quality diminishes.
• Advanced Measurement and Attribution: Data-driven solutions track metrics like reach, frequency, and conversion rates across platforms. As mentioned in our previous post, one-to-one attribution (connecting ad exposure to specific actions) is vital for performance advertisers - even on CTV. Leading platforms and vendors offer powerful identity graphs and facilitate first-party data integrations, enabling robust reporting optimization and effective handling of data gaps.
• Overcome Ad Frequency Issues: Managing frequency across platforms is a key challenge. eMarketer data shows 37% of advertisers struggle with managing ad frequency across platforms, and 29% are concerned about multiple ad buys for reach and frequency. Poor frequency management can lead to over-delivery and under-delivery. Data strategies help optimize frequency and mitigate impacts that signal loss has on measurement.
• Personalized Engagement: Understanding audiences allows the creation of tailored ad experiences, increasing engagement and driving outcomes, especially in environments with limited data.
• Real-Time Campaign Optimization: Programmatic CTV platforms offer real-time metrics. Per eMarketer’s Ad Measurement Trends report, this data enables advertisers to refine segmentation, pacing, and bidding strategies based on delivery and performance data, adapting to signal limitations as necessary. Want to learn more about bidding strategies? Read our “Practical Guide to Modern Bidding Strategies.”
• Leverage First-Party Data and Identity Solutions: First-party data, collected directly from customers, is valuable. Identity solutions match this data with viewer behaviors providing a comprehensive view of the customer journey and improving performance advertiser capabilities, even with data gaps.

Yahoo DSP and Scaled TV Data

Yahoo DSP stands as a key solution provider in the CTV landscape, offering powerful tools to effectively leverage scaled TV data and address the challenges of signal loss. Here’s how:

• ConnectID: Superior Identity Resolution
  Yahoo DSP ConnectID uses both deterministic and probabilistic methods to securely link various data sources, including first-party data, with viewer behavior across CTV. This enables precise targeting and measurement despite signal loss. As the cornerstone of our data strategy, Yahoo DSP ConnectID maintains addressability in a privacy-first manner.
• Strategic Data Partnerships
  Yahoo DSP forges key partnerships, like with VideoAmp, to enhance our data capabilities. These partnerships provide access to diverse data sources, enriching audience insights and effectively compensating for data gaps. This collaboration delivers precision at scale for optimized targeting and measurement.
• Comprehensive Measurement Solutions
  Robust measurement tools within Yahoo DSP track essential metrics, including reach, frequency, and attribution, providing a holistic view of campaign performance and addressing challenges like signal loss to ensure data-driven optimization. Learn more about our innovative conversion solutions.

Effective Data Utilization in CTV Campaigns

To maximize scaled TV data in CTV campaigns, particularly in the face of signal loss:

• Define Key Metrics: Establish success metrics and track progress.
• Integrate First-Party Data: Combine customer data with third-party sources for a complete audience view.
• Prioritize Identity Solutions: Implementing robust identity solutions, like Yahoo DSP ConnectID, is essential for accurate targeting and measurement across platforms. 
• Monitor Performance in Real-Time: Track campaign metrics and adjust as needed.
• Test and Refine Strategies: Continuously test and refine data approaches based on results, particularly focusing on strategies that handle data limitations.

The Future of Data-Driven CTV Advertising

Data will remain critical in the evolving CTV advertising landscape. As technology and viewing habits change, the ability to analyze and act on data becomes more vital, especially in addressing emerging data. Embracing data-driven strategies and partnering with data-focused platforms ensures success in CTV.

Scaled TV data is essential for effective CTV campaigns. Using the right data enables precise targeting, accurate measurement, and real-time optimization, even in the precedence of signal loss. Stay tuned for our next post on the importance of premium CTV supply.