Panel: Is Context Smarter Than Data? Rethinking Targeting in CTV

Session details:

Reaching the right audience with the right message at the right time is crucial to advertisers. But audience signals alone can be lacking and some are instead looking to boost scale and transparency and assure brand safety by targeting based on content. Contextual targeting is gaining traction as a way to help advertisers align messages and creative with the mood audiences are in at the moment while also avoiding privacy concerns. This panel session delves into benefits, best practices and remaining hurdles to realize the promise of contextual CTV targeting.  

• Audience signal loss, privacy concerns – why established targeting methods are getting a revamp in CTV.
• Contextual targeting has promise, but what are some real-world benefits platforms and advertisers have seen from connecting brand messages to viewers’ mood of the moment?
• Are all contextual signals equal? Panelists discuss flavors of contextual targeting and granularity: What’s possible with contextual CTV targeting today and what factors are most important for brands to align with as they seek to influence results like ad recall and resonance?
• Taking the work out of contextual targeting. With various contextual taxonomies out there, is a lack of ubiquity still a hurdle and where does the ecosystem need to go to support greater adoption for these targeting capabilities?