Targeting in Connected TV

In Connected TV, advertising can be played out according to various socio-demographic, contextual and technical targeting characteristics on the basis of usage behavior and partly through first-party data. The target group of "heavy streamers" and so-called "cord cutters" are particularly interesting, because they can hardly be reached via conventional TV reception channels and spend a lot of time in front of the Connected TV set.

But the advertising can also be played out contextually depending on the content users prefer to consume. In this way, for example, fans of sports, music, comedy, gaming or sci-fi content can be addressed individually.

In addition, it can play a role for advertisers whether users tend to use subscription streaming services or ad-based streaming content, because the latter are used to advertising, which can be an indication of advertising acceptance. These groups can also be specifically addressed.

More information about targeting and how programmatic campaigns work can be found here.