Cuebiq Enables Real-Time CTV Bidding Using Location Data
· 2h ago · Originally reported by Beet.TV
Cuebiq's Brennan Lake discusses how a coalition approach now allows advertisers to use location data to influence connected TV (CTV) ad bidding in real time. This method brings closed-loop advertising capabilities, previously limited to major platforms like Google and Meta, to the broader open web and CTV environments.
Why it matters
This development gives advertisers more precise targeting and measurement options in CTV, reducing reliance on dominant platforms and increasing transparency and competition in digital advertising.
Explain it like I’m new here
It's like using your phone's map to help TV ads show up at just the right moment, not just on big-name apps.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Walled garden
A walled garden is a large platform, such as Google, Meta, Amazon or TikTok, that controls its own users, data, ad sales and measurement inside a closed ecosystem.
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
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