Advertiser guides
Buying CTV programmatically — audience segments, attribution, frequency capping, and campaign strategy for brands and agencies.
15 articles in Advertiser
The Programmatic TV Buying Checklist
A working pre-campaign, trafficking, and in-flight checklist for programmatic TV, the operational punch list that prevents the most common failures.
CTV Advertising for Automotive Brands and Dealers
Automotive is the largest TV ad category, and CTV reaches the cord-cutter adults 30-54 that linear misses. How dealerships and OEMs target and measure it.
CTV Retargeting: Reaching Warm Audiences on TV
CTV retargeting bridges website visitor behavior to streaming device delivery through household IP matching, with recency and frequency windows tuned for TV.
CTV for DTC Brands: Performance and Attribution
DTC brands built on Meta performance advertising now need CTV for cord-cutter reach — incrementality testing and post-iOS 14 attribution diversity included.
CTV Campaign Planning: A Seven-Step Framework
CTV campaigns that deliver well are planned well: a seven-step framework covering objective definition, audience sizing, and deal structure selection.
CTV Healthcare and Pharma Advertising Compliance
Healthcare is among the largest TV advertising categories with unique FDA, HIPAA, and CMS compliance requirements around claims and ISI display.
CTV DSP Buying Guide: Configuration and Targeting
A demand-side platform for CTV needs VAST 4.2 compliance, household-level frequency capping, deal ID handling, and CTV-specific OpenRTB fields.
CTV Audience Segments: Household Targeting
First-party CRM matching, demographic overlays, in-market purchase intent, ACR viewing history, and contextual genre targeting for CTV audiences.
CTV Advertising Costs: CPM Ranges Explained
CTV CPMs range from $10 to $55 depending on inventory tier, audience enrichment, deal type, and seasonality — what drives price at each tier.
CTV Geotargeting and Local Advertising Explained
CTV geotargeting reaches households within specific DMAs, zip codes, congressional districts, and drive-time radii using residential IP resolution.
CTV Brand Safety: Controls and Supply Chain
IAB content categories, competitive separation, allowlists, VAST 4.2 verification nodes, COPPA compliance, and app-ads.txt controls, all in one guide.
Programmatic Guaranteed in CTV: Setup and Structure
How PG deals work in CTV — fixed CPM, reserved inventory, automated delivery — and when to choose PG over PMP or open auction for streaming campaigns.
CTV Frequency Capping: Household-Level Control
Why device-level caps fail in CTV, how HouseholdID resolves cross-device frequency, and how to configure caps that enforce correctly across platforms.
CTV Attribution and Measurement Explained
Delivery verification, audience validation, brand lift, site lift, and incrementality testing: the CTV measurement stack for campaigns that need proof.
CTV for Performance Advertisers: A Buyer's Guide
CTV is not only a brand channel. Household post-exposure attribution, incrementality testing, and CRM audience matching make it viable for performance.