Why identity is the next frontier for Connected TV advertising

With consumers increasingly turning to streaming services for a variety of content and convenience, Connected TV (CTV) has become the fastest-growing major advertising channel. Indeed, last year CTV grew in Europe by 23.5% and specifically in Germany by almost 20%.  

Despite its rapid rise, advertisers still face significant challenges on the channel that impede more confident investment. In particular, there is a lack of transparency and control when it comes to identity, which complicates accurate measurement of campaign reach, frequency, and performance. While difficult, addressing these issues is crucial for the long-term sustainability of CTV advertising and so it is essential that efforts are directed at this integration. 

In this Masterclass, we will discuss why integrating CTV with broader cross-platform advertising strategies is essential. In particular, we will outline why effective cross-device identity resolution is needed for the continued success of CTV campaigns.