Audience-based CTV buying is here to stay. Here’s why:

With media fragmentation on the rise, thanks to the overabundance of distribution channels, consumer behaviors are rapidly changing. Consumers are spoilt for choice with the availability of countless CTV apps, devices, platforms and content options. The way audiences consume CTV today has significantly evolved, and advertisers need to keep up with this change in behavior if they want their message to land.

Advertisers today demand precision and accuracy in whom they’re targeting and whom they’re actually reaching. In a heavily saturated and ever-burgeoning content ecosystem, ad real estate is expanding but so are the challenges to reach the right audience.

Some of the biggest publishers are already ramping up the integration of audience-buying platforms in order to respond to advertisers' need for holistic audience-based targeting. And audience-based buying on CTV is replicating what digital has actually been doing for years - minus the ad fraud and brand safety challenges of course.

However, successfully targeting the right audiences depends entirely on the accuracy and depth of the data driving those efforts. ElementalTV has always been at the forefront of building cutting-edge audience-based solutions that aim to tackle audience fragmentation through sophisticated data. Our AI-driven 1Audience platform analyzes billions of data points from publisher traffic, matching it with our identity graph, thereby enabling real-time audience segmentation. It combines audience demographic, behavioral, and interest data with contextual insights, creating highly custom, data-activated PMPs, ready for seamless programmatic delivery to DSPs.