It was our pleasure to join a panel of fellow industry leaders at last week's AdMonster's Publisher Forum in Montreal to discuss:
'NavigatingThe Wild Wild West Of CTV'.
On stage was:
Katya Schkolnik - Head of Partnerships, Future Today.
Mike Richter - VP, Global Revenue Operations CTV, Trusted Media Brands, Inc.
Molly McArdle - Head of Enterprise Partnerships, Origin
In this 45 minute session, the discussion centered around how 'CTV viewership continues to race forward, but the ecosystem is still plagued by fragmentation and a lack of transparency and standards. What are the latest solutions for fixing issues around brand safety, fraud, frequency, measurement, ad pods, and publisher yields? And what’s happening with the unification of linear and CTV?'
While Origin is not a 'publisher', the nature of our Native CTV ad formats and proprietary ad serving technology that enables us to deliver our campaigns effectively and efficiently requires direct connections with every media company you can see represented in our partner portfolio.
Maintaining direct connections with each of our partners creates significant transparency for our clients, but also presents a challenge that we face every day. As the industry continues to fight ad fraud, one of the necessary steps it is taking is a slow march towards supply path optimization (SPO). The way in which Origin represents the supply we use for a Native CTV campaign is a huge benefit for the brand or agency we've been engaged by because it means they know precisely where their ads are running. We don't bundle supply into broad, unnamed buckets.
Furthermore, the upcoming rollout of Origin's Device Quality Index (DQI) allows us to evaluate the quality of the viewing session being considered for ad placements...more on that another day.
All of this plays into the kinds of results our CTV advertising clients see:
If you are a CTV media publisher and would like to talk to us about becoming one of our approved supply partners, email: solutions@originmedia.tv
To learn more about our first to market Native CTV Advertising solutions click here.
See the original agenda here.
ABOUT ORIGIN
Origin is a creative technology company whose pioneering Native CTV advertising solutions have reshaped the way brands engage and activate consumers on the largest screen in the home.
Fusing dynamic content animation with proprietary ad serving technology, Origin's Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.
Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at www.originmedia.tv.