In this Marketecture Live session, Keith Petri, SVP of Data, Identity, and Supply at Viant, and Sam Khoury of Marketecture Media discuss deterministic identity, supply path optimization (SPO), contextual targeting, attribution, and the challenges of measuring true advertising effectiveness in CTV. Learn why advertisers need proof, not promises, to maximize performance and incrementality.
Takeaways
- Deterministic Identity Requires Proof
- Publisher Login Data Isn't Fully Available to Buyers
- IP Addresses Are an Imperfect Identity Signal
- Too Many Supply Chain Intermediaries Create Problems
- Supply Path Optimization Is About Quality, Not Just Cost Savings
- Identity and Context Must Work Together
- Content-Level Context Remains Limited in CTV
- Incrementality Is the Ultimate Goal
- Identity Resolution Requires a Holistic View
- Collaboration Across the Ecosystem Is Critical
Chapters
00:00 Introduction and Session Overview
00:27 Why CTV Identity Is More Complicated Than Expected
01:43 The MacKenzie-Childs Case Study: The Ideal CTV Attribution Story
03:03 Why Publisher Data Doesn't Reach Buyers
04:25 What "Deterministic, Prove It" Really Means
05:35 Where Identity Breaks Down in Programmatic Advertising
07:23 The Real Purpose of Supply Path Optimization
09:05 Identity vs. Context: Why Both Matter
10:37 The Contextual Targeting Gap in CTV
11:58 The Measurement and Attribution Unlock
14:15 Advice for Advertisers and Buyers
16:00 Closing Remarks
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