The Contextual Journal - Seedtag Blog

Beachfront CTV Publisher Summit 2024: Contextual Targeting Insights for CTV with Seedtag

Written by Seedtag | Nov 6, 2024 2:29:59 PM

As Connected TV (CTV) becomes a central channel in the advertising landscape, publishers are navigating new challenges and opportunities around audience engagement and revenue generation. At the Beachfront Publisher Summit, industry leaders came together for discussions on how contextual targeting and advanced adtech can help publishers meet these evolving needs, including practical approaches to CTV advertising that prioritize relevance and audience connection without relying on personal data. 

Discover the key outcomes straight from Seedtag President North America Brian Danzis and Beachfront VP Business Development Marni Rommel as they share key insights on how contextual technology can empower publishers to enhance ad relevance, improve viewer experience, and unlock new revenue streams while aligning with privacy expectations.

  1. What is the role of video in the current advertising landscape? 

Brian Danzis: Video continues to be one of the most impactful advertising formats because sight, sound and motion can evoke powerful sentiments which can help shape perception and drive people to action. The traditional thirty second spot once dominated the format, but over the last twenty years not only have new lengths emerged, but so has variety in screen orientation, customization and interactivity elements to make the format even more powerful.

  1. What are the keys to harnessing new technologies in CTV? 

Marni Rommel: The role of contextual targeting and how Seedtag contextual AI and tech capabilities will enhance Beachfront’s proposition. 

In today’s CTV landscape, having a deep understanding of your audience’s viewing preferences and habits is a critical starting point. This can be achieved through rich data analytics and insights, and then leveraged on campaign plans via advanced targeting methods like contextual. 

Our belief is that contextual targeting will play a significant role in how CTV media is transacted going forward, as it allows media buyers and sellers to deliver ads based on what the consumer is currently watching – leading to improved ad relevance, engagement, and yield.  

  1. How can publishers benefit from tech advancements in CTV?

Marni Rommel: The value Seedtag brings to Beachfront publishers 

Through recent tech advancements in CTV, including those brought on by Seedtag, today's CTV publishers are well-positioned to enhance their monetization and drive new revenue streams, even amid changes to the broader privacy landscape

With deeper audience insights and enhanced targeting capabilities, publishers can deliver a more seamless and engaging viewing experience for CTV audiences. Seedtag’s contextual CTV targeting offering specifically, as an example, has been proven to improve ad relevance and increase campaign scale – giving rise to new, contextually-driven demand opportunities for publisher 

  1. How events like this CTV Publisher Summit add value to the CTV publishers industry?

Marni Rommel: The CTV ecosystem is evolving rapidly, so creating forums for collaboration, feedback, and knowledge sharing is absolutely essential to aligning on common challenges and goals. We’re all navigating the same industry dynamics after all.

We were delighted to host so many of our key partners and give them the opportunity to hear from Seedtag as well as some of their trusted media buyers. Seedtag’s strength in data, creative, and contextual makes them a critical partner for today’s CTV publishers, as we are collectively well-positioned to bring value to the buy-side in a way that drives engagement, revenue, and efficiencies for media sellers. 

  1. What does the future hold for CTV in the United States?

Brian Danzis: CTV continues to be one of the fastest growing ad channels in the US, because of shifting user behaviors in how they consume video content.  At Seedtag we expect more content to be made available through CTV channels and even more customization of ad formats including more advanced HH level targeting, customized creatives that are contextually relevant, engaging and fun!

  1. How can we strike the right balance between utilizing data for CTV without crossing the line into overly personal targeting?  

Brian Danzis: Today’s consumer is much more aware of how companies track and target them online and are increasingly taking active measures to block these practices.  While CTV is naturally “cookie free” as an industry we need to still be careful about how we use IP addresses and other HH level data to deliver ads. At Seedtag we believe wholeheartedly in delivering a privacy compliant approach that protects the end user from unnecessary data collection, stereotypical audience bucketing and other traditional targeting tactics that rely on third party sources. 

  1. How can publishers achieve better ad personalization and relevance for both advertisers and audiences in the streaming ecosystem?

Marni Rommel: CTV publishers can achieve stronger ad personalization and relevance in streaming ecosystems using contextual monetization solutions, such as Seedtag’s, which utilizes Contextual AI to analyze and package content in real-time. It is through technology like this that publishers can deliver higher-yielding ads that align closely with the context of the programs the viewer is watching, ensuring that the ads are not only relevant to the in-the-moment content but also to the audience’s interests. 

By focusing on contextual signals rather than relying solely on user data, publishers can create a more engaging and seamless ad experience that satisfies advertisers' goals for targeted messaging while enhancing viewer satisfaction and engagement. This approach fosters a win-win scenario where both advertisers and audiences benefit from more relevant and impactful advertising.

As digital advertising continues to evolve, actionable and privacy-compliant solutions for CTV enable publishers to maintain relevance with audiences while optimizing monetization models. By focusing on context over personal data, Seedtag’s approach offers a sustainable pathway forward for CTV publishers. Want to know more about achieving a balanced approach that meets both audience needs and industry standards? Let’s talk!