MIAMI — CTV can target ads – but often to the wrong person in the household. A campaign aimed at pickup truck buyers might reach a household that fits the demographic profile, but if the teenage daughter is watching Gilmore Girls on dad’s account, that impression is essentially wasted.
The solution, according to one ad tech executive, lies not in better identity resolution but in understanding what people are actually watching.
“Using these IDs has been problematic for a long time,” said Daniel Church, head of CTV at Seedtag, in this video interview with Beet.TV at the POSSIBLE event. “We actually flip it. We actually look at the content itself and we build on top of those content.”
Episode-level targeting beats genre targeting
Most contextual advertising in CTV operates at the genre level – entertainment, sports, news. But Church argued this approach leaves value on the table. The difference between targeting a broad category and targeting specific content can determine whether an ad resonates or falls flat, he said.
Seedtag recently launched NeuroX, which the company describes as a “Neuro-Contextual Exchange” that uses AI to analyze content from over 30,000 publishers and broadcasters. The platform rates individual pieces of content for different audience alignments, enabling advertisers to match campaigns to specific programming rather than broad categories.
“Let’s say you’re looking at a dog food advertiser. Friends might be a good program to be in, but if you’re looking at season two, episode six where they actually adopt a puppy, that is a great place to be,” Church said. “NeuroX is actually looking program by program, episode by episode, and understanding each individually.”
Emotional matching extends attention spans
Beyond topical relevance, Church emphasized the importance of emotional alignment between content and advertising. A jarring tonal shift from programming to commercial can cause viewers to mentally disengage before the brand message lands.
“Let’s say you’re watching the movie Saw, and you come up to an ad break and it’s a CPG ad break and it’s super happy. That’s a very jarring transition,” Church said. “Now, if you actually understand the context of what is happening, it’s a fear-based program, maybe you throw in a home insurance ad where a tree falls on the house.”
Church cited research conducted at Columbia University that measured brain activity while participants watched television. “If you’re matching the emotion and the context, you get three times longer attention in that ad unit before the person even realizes they’re watching that ad,” he said. “That retention is significantly higher. That boosts the ROI because that message is actually received and integrated into the brain rather than kind of discarded as useless noise.”
Privacy regulations favor contextual approaches
The timing for contextual CTV solutions appears favorable. U.S. CTV upfront ad spending is projected to reach $17.73 billion in 2026, surpassing primetime linear TV for the first time, according to Emarketer. Meanwhile, a patchwork of state privacy laws has complicated the use of personally identifiable information in digital advertising.
“For television buyers, they usually haven’t had to deal with this. They’ve been buying linear TV, running national campaigns,” Church said. “When you’re dealing with CTV, that’s not the case. You have 12 different or even more now privacy laws across the nation.”
Church noted that Seedtag, headquartered in Madrid, developed its technology under GDPR’s strict requirements. “We built our solution with that in mind,” he said. “When you work with us or some other contextual companies as well, you’re able to kind of sidestep those laws because they were written for data that we simply do not use and do not need to pay attention to.”
You’re watching Beet.TV coverage of POSSIBLE 2026. For more videos from this series, please visit this page.
