The Rise of Programmatic Connected TV: Unlocking New Opportunities for Advertisers

The full guide to buying connected TV programmatically — inventory, frequency, measurement, the KPIs and what to agree before the first flight — now lives at one address.

Read it here: Connected TV advertising: a practical guide for brands

The one point worth keeping here

CTV is worth buying inside a unified programmatic platform rather than beside one. Planned next to display, video, audio, native and digital out-of-home, it shares an audience layer and — the part that matters — a frequency cap. Run in isolation, the same household absorbs impressions from every channel at once and nothing in the delivery report shows it.

The corollary is the measurement one: nobody clicks a television, so a CTV campaign judged on clicks gets switched off, and the report that caused it looks correct. Windows, reconciliation and the post-view question are covered in click and view attribution in programmatic advertising.

ThumbAd is an independent programmatic trading desk in Oslo, trading on The Trade Desk across Europe, Africa, North America and Latin America since 2012, with betting and gaming at the core.