VideoWeek

1 week ago | videoweek.com | Tim Cross-Kovoor

A new report from ID5, Building Addressability into the CTV Ecosystem, explores the major challenges and opportunities relating to addressability in CTV advertising. [Partnered post]Those unfamiliar with the CTV advertising ecosystem might assume that addressability isn’t too much of an issue for CTV campaigns. Unlike on web browsers, a lot of media consumption in CTV environments happens through channels where users have to log in to watch content. But the reality is much more complex.

1 week ago | videoweek.com | Tim Cross-Kovoor

In this week’s Week in Review: Germany considers a new tax on tech giants, ProSieben’s suitors consider a joint takeover, and AI video ad startup Creatify gets backing from Jeffrey Katzenberg. Top StoriesGermany Considers Ten Percent Ad Tax on Tech GiantsGermany’s government is putting together plans to place a new tax on specific large international tech companies, in a move which would raise funds to help protect German media companies.

1 week ago | videoweek.com | Dan Meier

Five years ago, the industry was discussing the supposed death of TV, but now the discourse has been replaced by debate around what TV actually is. This is primarily driven by the prevelance of YouTube on TV screens, says Alex Debenham-Burton, Sales Director at Silverpush. Although not all YouTube content is “fit for TV”, there is TV on the platform, argues Debenham-Burton.

1 week ago | videoweek.com | Tim Cross-Kovoor

In the face of competition from user generated content platforms for ad spend, broadcasters frequently point to the power of premium, arguing that the professionally produced, brand-safe content found on TV offers unique value to advertisers. Research commissioned by FreeWheel and run by consumer research business GWI which was released earlier this year backs up this claim.

1 week ago | videoweek.com | Dan Meier

The rise of ad-supported CTV and programmatic channels calls for a robust identity framework to allow advertisers to target and measure performance, while enabling publishers to capture that programmtic spend in a privacy-safe way. However, traditional methods used to identify users on CTV are under pressure, according to Morwenna Beales, VP Publisher Development at ID5, with household IP and deteministic device IDs facing ongoing signal loss, low fidelity and unreliable long-term stability.