JioHotstar Partners With Tara.ai for Content-First CTV Ad Planning
· 3h ago · Originally reported by ET BrandEquity
JioHotstar is adopting Tara.ai's technology to enable content-first planning for its Connected TV advertising. The approach prioritizes the context of programming rather than relying solely on audience-based targeting for CTV ad placements.
Why it matters
Content-first planning in CTV means advertisers can align ads more closely with what viewers are actually watching, potentially improving relevance and performance in India's fast-growing streaming market.
Explain it like I’m new here
Instead of just picking who sees the ad, this approach also considers what show someone is watching — like placing a sports drink ad during a cricket match rather than randomly.
Read the original at ET BrandEquity
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.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
Ad slot (ad unit)
An ad slot (or ad unit) is a specific, defined place on a page, app screen or video stream where an ad can be shown, with its own size, format and rules.
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