The Pub Way Podcast returns with an in-depth look at CTV advertising, focusing on demand side platforms (DSPs). Hosted by Tina Iannacchino (VP of Publisher Partnerships North America at Seedtag) and Mike Villalobos (SVP of Strategy and Commercial Operations, North America at Seedtag), Episode 13 welcomes Keith Gooberman, CEO and Co-Founder of Pontiac Intelligence, to discuss how DSPs are adapting to evolving data policies and the new opportunities CTV brings for publishers. Here we bring you all you publishers need to know about how DSPs are changing connected TV buys, why privacy remains central, and what it all means for publisher revenue.
Why DSPs Matter: A Crash Course For Publishers
A demand side platform (DSP) is the digital interface that enables advertisers to purchase inventory across channels (desktop, mobile, and especially CTV advertising) in a unified manner.
Historically, DSPs relied on cookie-based data for granular targeting. Now, with privacy concerns reshaping online advertising, DSPs are turning to private marketplace (PMP) deals, prioritizing direct collaboration with content owners.
Publishers stand to benefit. PMP deals typically command higher CPMs and more transparent data-sharing. As Keith observes, tomorrow’s programmatic environment will feature deeper partnerships between DSPs and content owners, creating unique revenue streams for publishers who can provide distinctive inventory or advanced targeting signals.
Shifting From Cookies To Context
Global privacy regulations are forcing a move away from broad data collection. While Google’s cookie plans fluctuate, the overall direction remains privacy-first. In a CTV context, cookies are largely irrelevant, so targeting methods must evolve. DSPs are adapting by focusing on content signals, forging direct relationships with streaming services, and negotiating PMPs that bypass the open exchange.
This is good news for publishers: those who excel at packaging content and user engagement data without compromising confidentiality will be well-positioned. Although sharing log-level data can be sensitive, it often reassures advertisers that they’re buying premium inventory, encouraging greater spend.
CTV Advertising & Log-Level Data: Striking A Balance
Advertisers increasingly seek transparency. They want show-level insights (e.g., “Which program did my ad appear in?”) to confirm brand suitability and measure effectiveness. Yet publishers understandably guard their data, worried about undercutting direct deals or exposing proprietary information.
Keith explains that with a tailored DSP approach (built around PMPs) publishers can negotiate exactly what to share. This selective data release can elevate CPMs, especially when unique audience contexts or exclusive programming is on offer.
The key is clear communication: publishers who help advertisers understand the content environment can attract stronger campaign commitments.
The New Wave Of Contextual Targeting In CTV
Traditional contextual targeting (based on keywords or page categories) now faces its biggest test in CTV advertising, where video content dominates. AI tools can parse shows at a deeper level beyond mere categories, recognizing mood, dialogue, or plot themes. This refined approach offers advertisers a better sense of what’s on screen, ensuring relevant ad placements without relying on personal data.
For publishers, robust AI-driven context elevates value. If you can detail the emotional tone or specific segments of your videos, you stand out in a crowded market. DSPs want premium signals to differentiate one CTV channel from another, and sophisticated content analytics can deliver that competitive edge.
Evolving Identity Strategies
Despite Google’s shifting timeline on cookies, the days of unrestricted data collection are numbered. Many CTV environments rely on device or IP-based identifiers rather than cookies. DSPs address this by blending partial user details with broader contextual cues and PMP agreements. Publishers with strong first-party data or advanced audience insights can fill that gap, commanding higher prices if they maintain user trust.
Key Takeaways For Publishers
- Demand Side Platforms (DSPs) Are Central To CTV
Publishers should recognize that DSPs are the gateway to expanding CTV ad buys. By accommodating PMP deals, you can secure premium revenue while retaining more control. - Privacy Shifts Ad Buying Toward Context
As personal identifiers phase out, brand alignment rests on deeper content signals. Publishers who refine their program data and present it in user-friendly ways will see sustained interest. - Log-Level Data Requires Careful Sharing
Advertisers crave transparency. Selective data disclosures like show title, genre, location, can raise advertiser confidence. Clear boundaries protect publisher advantage. - AI Enhances Contextual Value
Automated tools can interpret video scenes and sentiment. Publishers who incorporate AI-based insights can stand apart and deliver more targeted inventory to advertisers. - Direct Communication Builds Better Deals
Flexible PMP relationships allow publishers to define how data is shared. DSPs often welcome these refined deals, provided they gain reliable insights into inventory quality.
DSP technology once revolved around open exchanges and third-party data; now it’s pivoting to direct deals, granular content analysis, and privacy-friendly user signals. Publishers who adapt to these market realities and offer a mix of audience clarity, brand safety, and strong contextual data are poised for long-term success.
Want the full story? Tune in to Episode 13, featuring Pontiac Intelligence’s Keith Gooberman, to hear firsthand how DSPs operate, where CTV advertising is headed, and how publishers can thrive in a shifting ecosystem.
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