DirectAvenue's latest industry report highlights the shift toward episode-level CTV targeting through partnerships like PubMatic and Silverpush, alongside the expansion of retail media networks into streaming inventory. The report also notes YouTube's integration of short-form content into the living room and the ongoing tension between performance-based CTV metrics and upper-funnel brand strategy.
The shift toward episode-level CTV targeting directly addresses the lack of transparency that has prevented 47% of media planners from increasing their streaming spend. By providing show-level data comparable to linear television, PubMatic and Silverpush are removing the primary friction point for traditional brand advertisers. This move coincides with the expansion of retail media networks like Best Buy Ads into Amazon Fire TV, signaling a broader convergence of granular contextual data and first-party purchase signals. As YouTube simultaneously formats short-form content into episodic series, the industry is moving toward a unified definition of premium inventory. Watch for whether these granular contextual data segments lead to a measurable increase in CPMs for the top 30 global streamers.
PubMatic and Silverpush have launched episode-level CTV targeting, providing advertisers with granular contextual data across 28 of the top 30 global streaming platforms. This initiative addresses a significant transparency gap, aiming to remove friction for traditional brand advertisers and potentially shift linear television budgets toward more precise connected TV inventory.
The partnership aims to provide advertisers with granular, episode-level contextual data across 28 of the top 30 global streaming platforms to improve transparency.
The new offering features 50 prebuilt segments covering categories such as sports and travel.
It addresses a transparency gap that has historically limited CTV investment, with 47% of media planners citing a lack of transparency as a reason for not increasing their streaming spend.
Best Buy Ads is expanding into Amazon Fire TV, demonstrating a convergence of granular contextual data and first-party purchase signals.
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