Why Premium CTV Supply Drives Results

Welcome back to our “9 Days of CTV” series! We’ve journeyed through data strategy and maximizing your media investment, and today, we’re exploring the critical role of premium CTV supply. While we recently covered “Building a smart supply strategy” and “Navigating the CTV supply matrix” which touched on supply paths and intelligence within Yahoo DSP, this post takes a performance-first angle, focusing on tangible outcomes tied to premium supply. 

In the quest for impactful CTV campaigns, it’s easy to get lost in targeting and optimization. However, where your ads appear — the supply you choose – significantly impacts your results. That’s why focusing on premium CTV supply is essential for driving real performance and ROI. With the continuous growth in the CTV advertising market, it’s more important than ever to ensure those ad dollars are spent wisely and efficiently.

What Defines Premium CTV Supply?

Premium CTV Supply is more than just “good” inventory. It’s characterized by:

• High-Quality, Professional Content: Shows, movies, and live events from established publishers attract highly engaged viewers.
• Brand Safety: Stringent content guidelines and monitoring minimize the risk of your ads appearing alongside unsuitable content.
• Reduced Ad Fraud: Premium publishers have built systems to fight fraud, ensuring your impression reaches real audiences. According to Juniper Research, around $84 billion in digital ad spend was lost to fraud in 2023 and will reach $172 billion by 2028.
• Direct Publisher Relationship: Access to direct supply often translates to more transparency and better control over where your ads are placed.

Why Premium Supply Directly Drives Performance

What truly makes supply premium? It’s not just about the cost—it's about what delivers results. Premium supply is the supply that resonates with your audience and drives your desired outcomes. Prioritizing this type of supply leads to several key benefits:

• Boosted Viewability: Engaged viewers are more likely to actually see your ads. Premium CTV environments see higher viewability rates than lower-quality supply.
• Measurable ROI: By reducing waste from fraud and ensuring your ads reach attentive viewers, premium supply directly contributes to a better return on investment. 
• Enhanced Brand Perception: Appearing next to quality content elevates your brand, creating a positive association with premium programming. Imagine your ad next to the latest blockbuster versus less reputable sources — the impact is vastly different. 
• Mitigating Fraud: Ad fraud is a real issue. According to the TAG (Trustworthy Accountability Group), efforts against fraud have saved advertisers billions, and premium supply is often better protected. Yahoo DSP holds four TAG certifications, reinforcing our commitment to brand safety and fraud prevention.

Yahoo Backstage: Your Gateway to Premium Inventory 

Direct supply offers higher transparency, better viewability and a direct relationship with publishers leading to superior quality. Yahoo Backstage helps you secure premium CTV supply. We maintain direct relationships with top tier publishers, offering our advertisers a more controlled buying experience. This means less opacity in the supply chain, more clarity on where your ads are running, and ultimately, better performance outcomes. Unlike navigating a complex supply matrix Yahoo Backstage simplifies access to quality. When you prioritize direct supply through Yahoo Backstage, you prioritize quality and performance, making every dollar count. 

Tips for Identifying and Prioritizing Premium CTV Inventory

• Check Publisher Reputation: Look for well-known, established publishers with high-quality programming. 
• Align with your brand: Ensure the content matches your brand values and target audience. 
• Leverage tools: Utilize tools and features within Yahoo DSP, such as Yahoo Backstage, to access ad premium inventory. 
• Review Viewability Metrics: Pay attention to the viewability data. High viewability often correlates with premium supply. 

Premium is What Works Best for Your Brand

Remember, "premium” isn't just about the cost. It's about quality, relevance, and ultimately, delivering results. The supply that resonates with your audience and drives your desired outcomes is what’s premium for your brand. Use data insights within Yahoo DSP to identify these high-value supply sources.

Elevate Your CTV Strategy with Premium Supply

Investing in premium CTV supply directly translates to improved performance, better brand perception, and more effective campaigns. By leveraging tools like Yahoo Backstage and prioritizing direct publisher relationships, you ensure your ad spend is working hardest for you. Next up, we’ll discuss how to make the most of your DSP partner to achieve even greater CTV success.