About this episode
The episode discusses the complexities of deterministic identity and advertising effectiveness in CTV with insights from industry experts.
In this Marketecture Live session, Keith Petri, SVP of Data, Identity, and Supply at Viant, and Sam Khoury of Marketecture Media discuss deterministic identity, supply path optimization (SPO), contextual targeting, attribution, and the challenges of measuring true advertising effectiveness in CTV. Learn why advertisers need proof, not promises, to maximize performance and incrementality. Takeaways - Deterministic Identity Requires Proof - Publisher Login Data Isn't Fully Available to Buyers - IP Addresses Are an Imperfect Identity Signal - Too Many Supply Chain Intermediaries Create Problems - Supply Path Optimization Is About Quality, Not Just Cost Savings - Identity and Context Must Work Together - Content-Level Context Remains Limited in CTV - Incrementality Is the Ultimate Goal - Identity Resolution Requires a Holistic View - Collaboration Across the Ecosystem Is Critical Chapters 00:00 Introduction and Session Overview 00:27 Why CTV Identity Is More Complicated Than Expected 01:43 The MacKenzie-Childs Case Study: The Ideal CTV Attribution Story 03:03 Why Publisher Data Doesn't Reach Buyers 04:25 What "Deterministic, Prove It" Really Means 05:35 Where Identity Breaks Down in…
People in this episode
Host: Ari Paparo
Guests: Keith Petri, Sam Khoury
Topics covered
- deterministic identity
- supply path optimization
- contextual targeting
- advertising effectiveness
- CTV
- incrementality
Keywords
- deterministic identity
- supply path optimization
- contextual targeting
- advertising effectiveness
- CTV
- incrementality
- identity resolution
Mentioned in this episode
Organizations: Viant, Marketecture Media
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