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Understanding the Limitations of Deal IDs in CTV
For over a decade, Deal IDs have played a significant role in the programmatic landscape, aiming to help advertisers and publishers communicate their needs effectively. However, their limitations have become glaringly apparent. Where transparency and the assurance of quality inventory are required, Deal IDs often fall short.
The primary concerns include a lack of transparency regarding what exactly advertisers are purchasing, from the content genre to audience engagement. Moreover, the presence of fake audiences in CTV inventories leaves advertisers wary, not knowing whether they are reaching real viewers or merely funding ghost devices. This makes the interaction between buyers and sellers rife with complications and uncertainty.
The Surge of Curation: A Solution to the Problems
Amidst the shortcomings of Deal IDs, a more robust alternative has emerged: curation. This approach provides clarity and sets more reliable standards for advertisers. By focusing on transparency, curated deals can offer actionable insights into what each purchase entails. For example, OpenRTB 2.6 opens up communication about genre, show titles, and other pertinent metadata, allowing advertisers to make informed decisions about their spending.
For instance, when an athletic brand partners with a live sports show, they can now be assured that their advertisements will reach viewers at peak times, enhancing engagement and, ultimately, effectiveness. This strategic curation transforms the chaos of CTV into a more structured and understandible landscape.
Cleaning the CTV Supply Chain for Enhanced ROI
Another major advantage of curation lies within the potential to clean up the supply chain. With initiatives like app-ads.txt and sellers.json, the industry can take strides to verify content origins and ensure that only reliable broadcasters are involved. This step is crucial in reducing fraudulent activity and optimizing return on investment (ROI) for advertisers.
In doing so, businesses can foster more trustworthy relationships with their inventory sources. Marketers focusing on demand generation will find this particularly advantageous, as they can allocate their budget with greater confidence, knowing they are investing in genuine audiences.
Why Curation Matters for Business Owners
For business owners generating $2M to $10M+ in annual revenue, understanding these shifts in the CTV landscape is pivotal. As they scale operations and seek funding, they must align their marketing strategies accordingly. By adopting a curation-centric approach, these businesses can enhance their branding and customer acquisition strategies, ensuring that their marketing spend translates into tangible results.
Through proactive engagement and adoption of technological solutions like curation in CTV, companies can navigate the ever-evolving landscape while avoiding the pitfalls of traditional Deal IDs.
Conclusion
Understanding the gaps left by Deal IDs and embracing curation in CTV can reshape how businesses interact with their audience, improve transparency, and ultimately enhance marketing effectiveness. As the industry continues to evolve, leveraging curated strategies will be vital for business owners looking to make informed choices and optimize their operational outcomes.
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