Photo: Mario Diez and David Nyurenberg take the stage at Marketecture Live to unveil Peer 39’s research on the adoption of metadata signals in CTV trading
In front of a standing room-only audience at Marketecture Live in March, Peer39 CEO Mario Diez and InterMedia’s David Nyurenberg presented findings from Peer39’s report on CTV transparency and on why app-level signals are not enough to succeed. Ultimately for both publishers and ad buyers to thrive in the growing CTV ecosystem, publishers need to provide relevant metadata in the programmatic bid request. Here are some key takeaways from the research that we think are telling:
Buyers see the following share across CTV bid requests:
- Some genre data 33%
- Shallow or inaccurate genre data 7%
- No usable program-level signal 60%
- In open auction environments, roughly 25% of CTV bid requests qualify as Fake CTV
- 98% of Fake CTV is from mobile apps masquerading as CTV inventory
We found some of the research results on metadata signals alarming to say the least, so StreamVantage conducted its own internal audit. Fortunately, we found that 89% of StreamVantage bid requests contain some genre data (more than 2.5 times the Peer39 study rate). Nonetheless, we also found only moderate signal strength for content-level metadata such as content title and low signal strength for content episode and season. Accordingly, StreamVantage is in the midst for a comprehensive program with its publishers to increase signal strength for metadata in bid requests.
One of the key recommendations of the Peer39 report was for buyers to request broad access “Run of Network” (RON) deal IDs in lieu of curated deals to ensure control of the full bid request while maximizing reach. We completely agree.
To access the Marketecture Live presentation of the findings, click here
To access and download the full Peer 39 CTV Transparency report, click here
