Video advertising platform SpotX has developed a comprehensive suite of custom audience data tools that enables media owners and advertisers to target audiences using first-party, third-party, or subscriber data in a privacy-compliant way.
SpotX first began investing in and developing advanced technologies that support data activation and protection for connected TV (CTV) four years ago and has been actively expanding its capabilities which has coincided with an industry shift toward more supply-side data activation.
“We recognised early on that the CTV industry would need a supply-side data activation solution which is very different from how other areas of digital media operate,” said Mike Laband, Senior Vice President, Platform at SpotX. “It’s extremely gratifying to see the market grow and embrace the audience-based targeting suite that we’ve been building for years. Because we’ve created technology that takes all privacy regulations into consideration, we expect to see even more adoption moving forward, especially as additional privacy restrictions are enforced.”
Approximately 92 per cent of all CTV transactions on SpotX’s platform occur within private marketplaces (PMPs). This growing number translates into more advertisers considering a data strategy on the supply-side to ensure a return on advertising spend (ROAS). However, CTV media owners have significantly more premium inventory than ever before and are deeply concerned with protecting their associated data.
Having spent years building deep relationships with key stakeholders across the streaming TV ecosystem, SpotX claims it is now uniquely positioned to bridge the gap between media owners and advertisers by managing sensitive, data-driven transactions. In 2020, SpotX saw a 313 per cent increase YoY in impressions trading with data and 118 media owners activated audience data-based campaigns utilising both first- and third-party data.