SAN JUAN, PR – The migration of content consumption from the open web to connected TV is opening up what one ad-tech executive calls “white space” for advertising strategies. By understanding consumers’ interests across platforms, brands can move beyond traditional, sometimes limiting, audience stereotypes.
“That’s powering a lot of interesting conversations and different ways of strategizing,” said Jonathan Wallett, VP, East Coast Sales, Seedtag, in this video interview with Beet.TV.
Bridging the gap with AI
Seedtag is working on integrating data from various sources to provide a more comprehensive view of consumer behavior. This approach hinges on connecting what people watch on CTV with their browsing habits on the open web.
The combination of these data sets is designed to generate insights that can drive an advertiser’s omnichannel strategy. By analyzing real-time signals, Seedtag aims to provide an up-to-date understanding of consumer interests.
“When we begin to integrate those two data sources, if you will, it spurs up unique insights that can then power your omnichannel strategy and the way you’re thinking about both about that audience as a whole,” Wallett said.
Contextual graphs connect online and viewing habits
Seedtag recently acquired the sell-side ad platform Beachfront. Seedtag acquired Beachfront, a sell-side ad platform built for CTV, to enhance its contextual advertising solutions.
That acquisition is expected to help Seedtag to further refine its ability to contextualize the CTV environment, extending learnings from its experience with the open web. The integration of Beachfront’s technology with Seedtag’s AI aims to offer advertisers more precise, privacy-conscious campaigns.
“Last year we were in good fortune to be able to acquire a CTV SSP,” Wallett added. “So now our modeling is going to be infused with a lot of unique signals coming out of that relationship that we now developed.”
Emotionality and intentionality in focus
Seedtag is also exploring new areas like emotionality and intentionality in content consumption. The aim is to provide an even deeper analysis, potentially reaching episodic-level insights.
The company says these efforts will offer more tools to better understand and reach audiences. Seedtag says it is aiming for ad personalization through generative AI and gathering insights with its proprietary AI, known as Liz.
“You’re going to see from us in the coming year a lot of unique tools and accessibility to understanding your audience, identifying how to reach them, how to message to them,” Wallett explained. “Part of our insights engine is the ability to provide these contextual graphs and that bridges the universe where we’re taking online consumption habits on the open web as well as viewing habits on CTV.”
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