Publica by IASs Wilhite Beet.TV [Video]

CANNES — Connected TV (CTV) is where advertisers need to be to reach addressable audiences in the modern media landscape. But the channel is not without its challenges.

Little by little, in the last couple of years, more advertisers, who were previously aware of concerns around online video advertising, have switched on to challenges with CTV.

Ad duplication is a major frustration for CTV viewers who often do not even realize they are watching CTV but think they are viewing traditional linear television, says James Wilhite, VP of Product at Publica by IAS, in this video interview with Beet.TV.

“The duplication issue is a mix of both a technical and a business challenge,” Wilhite says.

Deduplicating ads based on creative ID or media file URL is possible but the necessary information is not always passed in the bid stream.

Additionally, a lack of diverse demand can result in the same …