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ARTICLE

How CTV is Driving Greater Accountability and Addressability in Marketing

December 16, 2019 — by Laura Rodriguez-Costacamps    

We are in a golden age of TV content, much of which is only available in connected environments, not through traditional linear. Consumers are inherently drawn to the superior viewing experience TV offers, and publishers are following suit, running a significant amount of their impressions on connected TV platforms. This shift from linear to CTV is enhancing advertisers’ abilities to reach and engage consumers, lowering rates of general invalid traffic and leading to higher video completion rates for premium publishers. And as we’re seeing through our SOURCE by MediaMath offering, brands and agencies can use CTV to reach real people with real ads, helping embed greater accountability and addressability into the entire supply chain.

We recently sat down with Adam Lowy, Chief Commercial Officer at SOURCE by MediaMath partner, Telaria, and our own resident TV experts Mike Fisher, VP/Head of Advanced TV & Video, and Aulden Kaye, Director, Advanced TV & Video, to discuss why the time is now to use CTV to deepen marketers’ direct relationships with customers, and just how we can do it. Listen here.

Laura Rodriguez-Costacamps

Laura joined MediaMath in 2015 and has served as the head of MediaMath Academy since 2019. Laura is an expert on digital marketing and the programmatic industry as well as in MediaMath’s TerminalOne digital ad buying platform. Laura’s expertise lies in translating complex subjects into simple explanations and memorable stories. Laura received a B.A. in Physics from Florida International University and enrolled in a Medical Physics master’s program at Texas A&M, where she researched methods to create and sustain reformed learning environments. Laura combines her experience as a teacher and professional development coach with the industry knowledge to create engaging and meaningful learning programs and experiences.