In the latest Beyond the numbers discussion, Madhive CEO Spencer Potts and OpenAP CEO David Levy explored the evolving world of advanced advertising. Recorded in Cannes, their conversation highlighted the critical need for streamlined processes and the impact of relevant ads.
Levy pointed out a common misconception: sending the same audience segment to different CTV publishers doesn't guarantee consistent targeting. Each publisher uses different data management platforms (DMPs) or householding solutions, leading to minimal audience overlap and inefficient ad spend. OpenAP aims to solve this by creating a single, consistent audience for buyers, ensuring unified targeting across linear, CTV, and various markets. This consistency is especially crucial for local station groups, allowing them to accurately demonstrate their reach.
