CTV Ad Buyers Get Real Show-Level Performance Data for the First Time

InterMedia Advertising tested a Peer39-Pontiac Intelligence integration that uses anonymized publisher content IDs to deliver show-level performance reporting for 94% of CTV impressions bought via open auction, versus the 10-15% norm to date, lifting add-to-cart conversions 64% in a test campaign. Rival demand-side platforms including Viant, IRIS.tv and Beeswax are building similar frameworks.

Show-level attribution has long been the missing link in CTV measurement — as it becomes commercially viable, ad-supported VaaS platforms will face pressure to match this level of reporting in their own monetization stacks.

Source: https://www.adexchanger.com/tv/ctv-buyers-are-getting-the-show-level-performance-optimization-theyve-always-wanted/