{"id":8048,"date":"2025-03-11T01:05:23","date_gmt":"2025-03-11T05:05:23","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/03\/11\/buying-media-on-ctv-isnt-web-buying-2-0-but-something-new-entirely\/"},"modified":"2025-03-11T07:55:52","modified_gmt":"2025-03-11T11:55:52","slug":"buying-media-on-ctv-isnt-web-buying-2-0-but-something-new-entirely","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/buying-media-on-ctv-isnt-web-buying-2-0-but-something-new-entirely\/8048\/","title":{"rendered":"Buying Media on CTV Isn\u2019t Web Buying 2.0, But Something New Entirely"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Tal Almany, VP Global Supply at Kargo<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Entrenched habits are hard to break, and a lot of media buyers are in the habit of buying digital media using a site list. There have historically been good reasons to consider site lists on the internet. A brand has a site list of vetted, approved media partners to make sure they aren\u2019t buying fraud. Media buyers often play a game with site lists &#8211; trying to get the list as long as possible to maximize reach without hurting quality.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We all saw what happened in 2023 and 2024 when brands loosened their use of site lists and focused instead on audience, allowing \u201cmade for advertising\u201d content to sneak into their media buy.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">MFA was no good, but it doesn\u2019t mean that buying with site lists is the only way to buy safe impressions. It\u2019s also not transferable to other channels, especially CTV.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Consider the Content<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">CTV certainly has its own fraudulent content to contend with, and brands do need to know which providers are quality and which to avoid. However, relying on lists of streaming\u00a0providers\u00a0to buy safe CTV inventory or any CTV inventory for that matter, doesn\u2019t make sense. CTV providers are\u00a0<em>not<\/em>\u00a0the equivalent of publisher URLs on the web.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019ve been in several conversations with media buyers recently asking for a list of CTV providers, not just for brand safety reasons, but for media planning purposes. It seems that digital media\u2019s reliance on site lists has trained media buyers to focus on a somewhat superfluous element of CTV media buying &#8211; CTV companies.\u00a0 \u201cSites\u201d online are not the same as CTV companies.\u00a0 The same content on CTV can be bought through AVOD streamers like Hulu, FAST providers like Pluto, or direct through companies like Samsung, More than half of CTV advertising spend is through only\u00a0<a href=\"https:\/\/www.statista.com\/statistics\/1225704\/connected-tv-ad-spend-share-us-company\/\">ten companies<\/a>. If I want to watch Breaking Bad, I can watch it on Netflix, Amazon Prime, Apple TV, Fandango and many more. An advertiser looking to place their ad within a Breaking Bad episode should only care about Breaking Bad, not which platform it\u2019s being watched on.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In terms of the long tail, CTV site lists cause other issues. Some CTV providers offer a wide variety of content. Consider Tubi. It offers all sorts of popular series like \u201cNaruto\u201d and \u201cDog the Bounty Hunter.\u201d Deciding if Tubi should be on or off a site list and considering the\u00a0job done makes no sense. On the flip side, some FAST apps might sound like they do the same thing, but offer completely different levels of content quality. Consider two similarly named cooking apps; one cooking app might be amateur content while the other offers beloved old PBS shows.\u00a0 Again, understanding the content is much more important than caring about the CTV company or app that\u2019s streaming it.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Breaking Content Open<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Another reason a focus on content makes more sense is that media buyers can get more granular with their targeting. Of course there will always be premium placements on top shows and live events because of the audience, but most CTV inventory benefits from considering context as well as audience. Streaming allows advertisers to not only select specific shows or episodes, but place an ad strategically next to content that\u2019s suited to their ad message &#8211; like a cruise line showing an ad right after a scene where a family plans a vacation. AI is enabling this kind of contextual targeting on CTV to such a level that advertisers can be much more precise with their placements.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To go full circle, the same innovations are starting to emerge on digital as well &#8211; making site lists less relevant online. Advertisers frustrated with keyword based contextual targeting are turning to AI to get a much more effective and nuanced approach. This has been especially helpful for news sites which are often left off of a site list because of a subsection of their content that covers war, politics and other unsavory topics. With contextual targeting, advertisers are more confident buying impressions against specific articles on a news site while avoiding anything sensitive.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The tools of the past served a purpose, but advertising is quickly growing out of them. New channels deserve new tools and mature channels need updated approaches.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The tools of the past served a purpose, but advertising is quickly growing out of them. New channels deserve new tools and mature channels need updated approaches.<\/p>\n","protected":false},"author":7,"featured_media":8049,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[10],"topics":[2],"class_list":["post-8048","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Buying Media on CTV Isn\u2019t Web Buying 2.0, But Something New Entirely | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/buying-media-on-ctv-isnt-web-buying-2-0-but-something-new-entirely\/8048\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Buying Media on CTV Isn\u2019t Web Buying 2.0, But Something New Entirely\" \/>\n<meta property=\"og:description\" content=\"The tools of the past served a purpose, but advertising is quickly growing out of them. 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