Content Signals Provide Foundation for CTV Advertising: PubMatics Nicole Scaglione Beet.TV [Video]

SANTA MONICA, Calif. – Marketers have the technology to help them automate what kinds of connected television programming will provide a brand-safe context for advertising. What’s known as a content-object signal is part of the technical standard for real-time bidding, and needs greater adoption to be useful in the programmatic CTV marketplace.

“Content-object signals are really exciting for publishers and for buyers, but we’re kind of in the ‘chicken and egg’ situation,” Nicole Scaglione, global vice president of over-the-top and connected television at sell-side platform PubMatic, said in this discussion with consultant Joanna O’Connell at the Beet Retreat Santa Monica.

Publishers are wary of sharing information that allows advertisers to cherry-pick where there ads will appear throughout CTV marketplace, Scaglione said. Such retargeting on different websites is a common practice in digital display advertising that relies on tracking cookies.

“Publishers say, ‘I don’t want to share with you this information, because …