86% of planners want show-level CTV targeting data
According to eMarketer, a lack of show-level data is preventing advertisers from shifting more linear TV budgets to Connected TV (CTV). The article states that 86% of media planners desire better targeting capabilities based on specific show content, indicating a significant data gap in the CTV advertising ecosystem.
Key Takeaways
- 86% of media planners want better targeting based on specific show content.
- eMarketer says missing show-level data is stalling linear TV dollars from shifting to CTV.
- The issue sits in CTV advertising, not in streaming delivery itself, pointing to a monetization and ad-tech bottleneck.
Why It Matters
The immediate effect is simple: if buyers cannot target by specific show content, more linear TV money has trouble moving into CTV. That makes show-level metadata a practical requirement for ad planning, not just a nice-to-have feature. The broader ecosystem implication is that CTV’s pitch to linear buyers still depends on better ad-tech data, even as streaming keeps pulling budgets away from traditional TV. The next number to watch is whether that 86% planner demand turns into publisher or platform support for show-level targeting.
Read full article at emarketer.com
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