The article advocates for leveraging both first-party and third-party data within CTV to enhance data strategies. Matt Bryan suggests that a combination of these data types, referred to as 'living data,' is optimal for powering total TV advertising.
The immediate implication is that CTV buyers should treat first-party and third-party data as complementary inputs, not competing camps. Bryan’s framing matters because it applies directly to total TV advertising, where data choices affect how audiences are built and activated. For the broader streaming ad stack, the argument points toward mixed-data planning rather than a single-source approach. What to watch: whether “living data” shows up as a defined term in CTV ad products, measurement tools, or buyer presentations.
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