When advertisers transition from digital to CTV, they bring with them specific expectations regarding targeting capabilities.

Can CTV, however, offer the same degree of detail as digital? Teads’ Head of CTV, Dan Black, has his doubts.

According to him, “CTV as a space is very much about shared viewing.” “There is undoubtedly a case to be made for how we can streamline targeting capabilities and actually make them much more comparable to how traditional TV is purchased.”

READ MORE: NBCU Wants CTV To Be A Channel For Shows. Is Adobe Able To Help It Get There?

Dan Black also addresses the dangers of oversimplifying measurement in this conversation, as well as the role that broadcasters play in luring consumers away from online video and toward CTV. shot in London at New Video Frontiers 2024.