Connected TV (CTV)/OTT can help publishers reach the same consumers that may have been lost following IDFA restrictions.
This article notes that despite the Identifier for Advertiser (IDFA) restrictions, publishers on the TV side shouldn’t be impacted as much, as Apple doesn’t have high stakes in TV. However, IDFA restrictions could divert mobile ad budgets to CTV.
Publishers must leverage CTV and OTT to optimise reach for “Apple households”. Creating new pathways and investing in OTT partners with targeting and measurement tools can help marketers find new identifiers like device IDs and IP addresses.
While CTV needs to enhance scale and person-based targeting, working together with OTT providers can help marketers tie consumer data to subscriber’s data via email and device IDs. Connecting IDs across touch-points can create single identities for consumers and improve targeting across screens.
[4 minute read]