Kantar says contextual targeting improves CTV ad authenticity

For CTV advertisers, the immediate takeaway is that ad context is part of performance, not just a delivery detail. Wurl is using Kantar’s perspective to argue that relevance and authenticity work together on streaming television, which puts contextual targeting squarely inside the monetization stack. The signal to watch next is whether Wurl or Kantar publishes any campaign results, audience metrics, or placement examples showing how contextual alignment changes CTV outcomes.