By: Joe Hirsch, General Manager of SpringServe
I’m sure you know the frustration of watching a show on your connected TV and the same ad with the catchy jingle plays three times in a row within one ad break. The average consumer probably wonders why the programmer can’t just limit the number of the same ads playing over and over. But if you’re on the other side of the screen, whether you’re the hardware manufacturer, content creator, or content distributor, you know it’s not that simple.
In the world of CTV, the reality is that each player on the sell-side of the ecosystem manages only a fraction of the total ad pod. By extension, that means they only also manage a percentage of the overall ad experience for the end-user.
One solution to the viewer experience issues that plague CTV is to have all of these players communicate with each other and share information from their platforms to resolve redundancies and other problems. But all of these companies are direct competitors with one another – why would a vMVPD give information to a hardware manufacturer that also has a standalone app with which it competes? You can see why this is a hard sell.
The fragmented nature of CTV requires a consolidation of ad tech infrastructure. The only way to get to where the industry needs to be from a consumer experience standpoint is to have a non-conflicted platform that brings together all sides to provide a seamless monetization and ad management experience. This is even more critical in a CTV environment because of the real-time nature of each ad call whereby there are only milliseconds to act on each opportunity.
Monetization is often seen as the focus of the sell-side, but in my years of working with video content owners, the quality of the ad experience is even more important to them than revenue. It’s paramount that ad tech solutions innovate for ad experience quality alongside revenue-generating features because keeping viewers content is critical to the long-term health and success of CTV.
To further explore how SpringServe helps CTV content creators and media owners couple a seamless viewer experience with efficient inventory management and optimization, stay tuned for additional blog posts.