DataFusion maps CTV households with first- and third-party data
DataFusion outlines how its programmatic DSP is making connected TV (CTV) advertising smarter, more targeted, and easier to measure. The company highlights its use of first and third-party data for audience targeting, verifiable reach, and real-time measurement in the shifting landscape from linear TV to CTV. DataFusion also provides an overview of the CTV ecosystem, programmatic buying types, and creative best practices for advertisers.
Key Takeaways
- DataFusion says its DSP targets verifiable households down to a mile radius, moving beyond ZIP code targeting.
- The platform uses first- and third-party data for purchase intent, lifestyle, and past behavior targeting, not just "Men 18-34" demographics.
- Measurement metrics named in the guide include Video Completion Rate (VCR), Cost Per Visit (CPV), Incremental Reach, and ROAS/Sales Lift.
- The article breaks the CTV ecosystem into AVOD services like Pluto TV and The Roku Channel, SVOD ad tiers like Netflix and Disney+, and virtual MVPDs such as YouTube TV and Hulu Live.
- Creative guidance includes 15- or 30-second spots, branding in the first 5 seconds, QR codes, and companion display ads served after the CTV impression.
Why It Matters
DataFusion is positioning CTV buying as a household-level, measurable workflow instead of a broad TV buy built on GRPs and panel estimates. That matters for advertisers moving budgets from linear TV into streaming, where the guide says audience reach, site visits, and even in-store sales lift can be tracked in real time. It also underscores how DSPs are bundling targeting, inventory access, and second-screen activation in one interface. The clearest signal to watch is whether marketers adopt the metrics DataFusion highlights: VCR, CPV, incremental reach, and ROAS/sales lift.
Read full article at data-fusion.io
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