The “black box” that has long shrouded connected TV advertising is finally cracking open, according to one of the industry’s technology providers.
As advertisers increasingly seek clarity on where their ads appear and the quality of content they’re adjacent to, the murky world of programmatic CTV is being forced to provide greater transparency.
“People really want quality content and they’re willing to pay for it, but they want to make sure that they’re actually getting it,” said Tyler Kelly, president, Basis Technologies in this video interview with Beet.TV.
The visibility imperative
For years, programmatic CTV buying has operated with limited transparency about exact placement locations, creating uncertainty for brands investing in the channel. Kelly believes this lack of visibility is now changing by necessity.
“I think for years, it was pretty hidden, pretty black box. And I think that black box is opening or the market is going to just start wanting to do direct deals so they know exactly where their dollars are going,” Kelly said.
Basis Technologies has responded to this industry shift by partnering with Peer39 to provide more comprehensive reporting on ad placements. The collaboration aims to give advertisers clearer insights into the content environments where their ads appear, addressing a critical pain point in programmatic CTV.
Beyond cookies in a privacy-first world
Basis Technologies is a software company specializing in digital marketing and programmatic advertising solutions. Its platform provides tools for organizing, executing, and analyzing marketing campaigns across various digital channels.
With third-party cookies disappearing and privacy regulations tightening, Kelly suggests advertisers are overthinking the impact on their targeting strategies, particularly in CTV.
“The cookie thing is always interesting because if you really think about it, only 30% of traffic today has cookies. So, even when cookie (use) was at its highest point, it still wasn’t (that) the majority of the impressions saw cookies,” Kelly noted.
He recommends advertisers focus on alternative targeting approaches that don’t rely on cookies, such as geolocation and contextual targeting.
Frequency recalibration
As viewing habits fragment across platforms, Kelly believes advertisers need to reconsider traditional frequency assumptions to break through the noise.
“I do think (ad) frequencies are going up. I think people are bombarded. I think the more that we see things, the more it actually sets (in mind),” he explained. “We used to say eight (exposures were necessary). It’s going to take 12 to 15, at least at this point, in terms of touch points.”
This increased frequency requirement presents both challenges and opportunities for advertisers navigating CTV.
You’re watching “The Road to POSSIBLE 2025: Transparency and New Signals for CTV Success,” a Beet.TV Leadership Series, presented by Peer39. For more videos from this series, please visit this page.
