In this episode of The Advertising Forum sponsored by Viant, Jeremy Bloom and AdTechGod are joined by Molly Schultz, EVP, Investment Strategy at IPG Mediabrands and Field Garthwaite Co-Founder and CEO, IRIS.TV. They discuss the growing importance of contextual targeting in CTV advertising, the challenges of data limitations, and the introduction of Acxiom Contextual CTV as a solution. Real-world applications and success stories highlight the effectiveness of these strategies in driving brand awareness and consumer engagement. Takeaways - CTV is now larger than traditional TV in terms of viewership. - Contextual targeting is crucial for effective advertising in CTV. - The IRIS_ID enables publishers to securely share content data with advertisers. - Acxiom Contextual CTV enhances targeting capabilities. - Consistency in data leads to better performance measurement. - Advertisers need to focus on relevance and transparency. - Real-time data can significantly improve campaign outcomes. - The partnership between IPG Mediabrands and IRIS.TV is a game changer. - Successful campaigns can lead to higher viewer engagement. - Understanding emotional signals can enhance targeting strategies. Chapters 00:00 Introduction to CTV Innovation 02:10 The Importance of Contextual Targeting in CTV 05:49 Overcoming Data Limitations in CTV Advertising 08:07 The Role of Acxiom Contextual CTV 10:17 Real-World Applications and Success Stories 12:04 Measuring Effectiveness in CTV Campaigns