CTV Advertising Challenge #1: Audience Identification
Challenge: It’s hard to identify HCPs at the user level.
Solution: Work with a partner with access to identity resolution technology.
The best way to identify HCPs on CTV is to work with a partner that has experience working with resolution ID technology, like Tapad’s CTV ID and Verizon’s Identity Graph. This technology takes CTV IDs and matches them with other digital device IDs to give you a more complete view of HCPs. For example, after they see your CTV ad, you can serve them another one while they’re on an app and another when they’re browsing the internet. This is only possible because you can identify them across these devices.
CTV Advertising Challenge #2: Measurement and Reporting
Challenge: The CTV industry doesn’t have a standard set of metrics and guidelines.
The percentange of digital marketers who said that the lack of uniforms cross-channel measurement standards is a challenge.