2024 through our lens

2024 is being touted as the year that will see massive disruption and innovation across the CTV adtech industry. With the looming demise of third-party cookies and the upcoming election season in the US, the industry is preparing for transformative changes. With a consistent focus on enhancing the overall audience experience along with maximizing yield for publishers, here are ElementalTV’s top 3 predictions for CTV in 2024:

1. Brand safety 🛡️

Brand safety will continue to be a hot-button issue for both advertisers and publishers. By prioritizing brand safety, publishers help maintain a positive association with the brands that advertise on their platform. To ensure that ElementalTV remains at the cutting edge of brand safety innovation, we have been working behind the scenes to provide highly sophisticated brand safety tools to publishers. These advancements will equip ElementalTV’s product suite with actionable metadata, powered by AI and real human review, for a granular content-level analysis to establish brand safety, suitability, and contextual integrity within CTV environments.

2. Contextual targeting 🎯

Contextual relevancy will become an even more critical targeting parameter in an increasingly privacy-compliant advertising space. With the sunset of third-party cookies and thereby access to individual-level data, platforms offering contextual relevancy targeting, such as ElementalTV, will prove to be a game changer in 2024.

3. Hyper-personalization 👨‍👩‍👧‍👦

2024 will see more precision targeting and personalization in #ctvadvertising by virtue of innovations in contextual & behavioral intent analysis, and cross-CTV retargeting.

And all of that is just the tip of the iceberg; come meet us at CES in Vegas to geek out about what all 2024 has in store for the future of CTV.