Teads Executive Critiques Opaque Pricing and Measurement in Connected TV Advertising
· 10h ago · Originally reported by Beet.TV
George Castrissiades of Teads highlighted ongoing issues in connected TV (CTV) advertising, such as unclear pricing and unreliable measurement. He compared some CTV practices to traditional TV's lack of transparency, raising concerns about advertisers not always getting the value they pay for.
Why it matters
This matters because CTV is a fast-growing part of digital advertising, and persistent transparency issues could undermine trust and effectiveness for brands and agencies investing in this channel.
Explain it like I’m new here
Buying ads on streaming TV can sometimes feel like paying for a fancy new toy but getting something much cheaper instead.
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.
Linear TV
Linear TV is traditional scheduled television, broadcast, cable or satellite, where viewers watch programmes at the time the channel airs them, with ad breaks sold to all viewers of that channel.
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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