The growth of connected TV (CTV) continues to transform the television experience, offering viewers new premium content and more ways to watch that content on a variety of streaming services and platforms. With an estimated 76% of US households owning a CTV and viewers streaming more content from their homes than ever before, programmers, distributors, and marketers are all focused on reaching TV audiences with relevant messages. Increasingly, this means through programmatic ads, which offer scale, efficiency, and automation, while maintaining the quality of premium CTV inventory. But because CTV is still an evolving technology with an array of devices and platforms, it’s led to challenges in developing industry standards, which doesn’t just hinder the ability for CTV inventory to be sold programmatically—it also leaves the medium vulnerable to fraudulent activity. This can create risks for the entire ads ecosystem and lead to poor advertising experiences for viewers.
Protecting our partners, advertisers, and users is our top priority and Google Ad Manager’s connected TV solutions were built with this in mind. To further help our TV programmer and distributor partners protect their ad-supported CTV experiences, my team and I have put together a best practice guide based on years of experience helping the TV industry navigate and succeed with new digital technology. Below is an overview of five best practices that can help you safely monetize your CTV inventory at scale.