ALL PHOTOS FROM SESSION: https://tvot.smugmug.com/TVOT-NYC-2024/Contextual-to-the-Rescue-Is-this-the-Superhero-that-Saves

SUMMARY

The panel discussed the evolution of contextual targeting in CTV advertising, emphasizing its distinction from traditional day parting. Key points included the use of AI and machine learning to analyze content at a scene level, ensuring ads align with viewer emotions and brand suitability. Companies like Anoki, Gracenote, Iris.TV, Vevo, and WURL are leveraging these technologies to enhance ad relevance and reduce over-frequency. Challenges such as privacy, frequency, and scale were addressed, with solutions focusing on data normalization, real-time engagement, and maintaining a seamless ad experience. The panel highlighted the potential of contextual targeting to improve ad effectiveness and consumer engagement without the intrusiveness of behavioral targeting.

DESCRIPTION OF THE PANEL

Contextual targeting is having a moment. Proponents say it solves a world of hurt on CTV, fixing everything from privacy issues to transparency, measurement, frequency and scale issues. We’ll hear from some of the top companies in the space in this follow-up to TVREV’s new Special Report on Contextual Targeting on CTV. Learn who is doing what, why it matters and how it can help you too. Panelists included:

• Alan Wolk, Principal, TVREV (Moderator)
• David Bernath, General Manager, Americas, WURL
• Laura Vanison, Head of Data, Research and Measurement, Vevo
• Raghu Kodige, CEO, Anoki
• Rohan Castelino, CMO, IRIS.TV
• Stefan Maris, Chief Partnerships Officer, Gracenote, A Nielsen Company

TOPICS

The key topics discussed in the conversation include: contextual advertising, data and metadata, privacy, scale, brand safety, brand suitability, content discovery, personalization, emotion-based targeting, and the advantages of contextual advertising over traditional audience-based targeting.