Addressing Audience Addressability for CTV Publishers 🎯

One of the most pressing challenges for CTV publishers' sales teams today is that of supply addressability i.e. the ability to precisely target and deliver ads to specific households or devices within the CTV ecosystem. This level of precision targeting enables advertisers to reach their desired audience segments more effectively, enhancing the relevance and impact of their campaigns.

This challenge has been further exacerbated by the fragmentation of viewership across numerous streaming platforms and devices, making it increasingly difficult for publishers to effectively monetize their inventory and maximize revenue potential.

VISTA, by ElementalTV, aims to transform how publishers address the challenge of supply addressability, leveraging advanced data analytics and granular targeting options based on demographic, behavioral, and contextual factors, thereby unlocking new revenue streams and driving better campaign performance.

Let's unpack how VISTA solves the addressability challenge on a tactical level:

Merchandising Inventory: VISTA helps publishers merchandise their inventory more effectively using advanced data science models to analyze audience data and segment inventory based on various attributes such as demographics, interests, and viewing behaviors. This enables publishers to showcase their inventory in a compelling manner, attracting advertising campaigns and driving higher CTV ad revenues.

AI-Driven SmartCuration: Leveraging sophisticated AI/ML models to curate PMP packages tailored to advertisers' specific targeting criteria and campaign objectives, VISTA empowers publishers to maximize the value of their inventory.

Scalable Audiences: Using lookalike modeling and reach extension, VISTA helps publishers address the problem of scalability for audiences. By identifying patterns and similarities within existing audience segments, VISTA expands reach across other CTV apps and channels, targeting new audiences with precision that drives greater campaign success and ROI.