For CTV advertisers, figuring out exactly which shows their ads ran in – and how that impacted performance – is still the Holy Grail.
But streaming platforms typically share either self-declared content categories or incomplete show-level reporting after ad campaigns have run. In many cases, the best a buyer can expect is for the platform to provide a show name for 10% to 15% of impressions purchased, said David Nyurenberg, SVP of digital at InterMedia Advertising.
Ad tech providers, however, are working to reverse-engineer show-level reporting using publisher-provided anonymized content IDs. They’re matching that reporting to conversion logs so advertisers can break down the cost per acquisition (CPA) when they advertise in specific shows. And they’re passing those signals into DSPs to optimize their budget allocations for performance.
InterMedia has been testing such an integration with contextual advertising platform Peer39 and Pontiac Intelligence’s DSP. The solution gave InterMedia show-level reporting for 94% of the impressions it bought for a recent CTV campaign.
Nyurenberg joked that, when he saw the first reporting spreadsheet, complete with CPA breakdowns for individual shows, he teared up. But, he said, the biggest breakthrough was turning those insights into actionable signals that could aid live campaign optimization.
