Connected TV (CTV) combines the high-impact quality of traditional television with the precision of digital targeting. However, as inventory surges, advertisers still face a critical challenge: what is the actual content context of their campaigns? A lack of standardized content signals in the OpenRTB bidstream currently limits the medium's full potential.
In this Masterclass hosted by the BVDW CTV Lab, you will discover why granular content data—such as genres, show IDs, and live-stream indicators—is crucial for brand safety and contextual targeting, measurment and analysis .
This Masterclass explores why standardized content signals in the OpenRTB bidstream are essential for brand safety, contextual targeting, measurement and campaign analysis. It highlights the role of granular content data, such as genres, show IDs and live-stream indicators, in unlocking the full potential of programmatic TV.
Together with the European Programmatic TV Initiative (EPTVI), the BVDW CTV Lab will discuss current technical hurdles and international standards. Moving from a concise problem overview to an interactive panel and open Q&A, the Masterclass will demonstrate how publishers and buyers can unlock the next level of programmatic TV through unified signals.
