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1. Connected TV advertising
How first party data is important in CTV advertising
• CTV (Connected TV) advertising refers to the delivery of video ads to
audiences through internet-connected televisions and streaming
devices, such as smart TVs, Roku, Amazon Fire TV, and Apple TV.
• In CTV advertising, video ads are delivered through streaming services
and apps, rather than traditional TV channels, giving advertisers the
ability to deliver highly targeted and personalized ads to specific
audience segments. Advertisers can use data and insights to inform
their campaigns and measure their effectiveness in real-time.
• CTV advertising offers a more engaging and immersive experience for
viewers compared to traditional TV advertising, and provides advertisers
with valuable data and insights on audience behavior. The growth of
CTV advertising is driven by the increasing popularity of streaming
services and the widespread adoption of connected TV devices.

3. • First party Data is important for targeting across media channels
this even includes for CTV advertising.
• First-party data refers to data that a company collects directly
from its own customers or users. In CTV (connected TV)
advertising, first-party data is critical for several reasons:
1. Personalization: CTV advertising allows for targeting specific
audiences based on demographics, location, interests, and other
factors. First-party data helps to personalize the advertising
experience for users, ensuring that they are served ads that are
relevant to them. This can lead to higher engagement rates,
better performance, and ultimately, increased ROI.
2. Ad effectiveness: By using first-party data, CTV advertisers can
gain a deeper understanding of their target audience and
optimize their campaigns accordingly. This includes determining
which ads are most effective at driving conversions, which
creative elements perform best, and which audiences are most
likely to engage with specific messages.

5. 3. Audience insights: First-party data can provide valuable insights
into consumer behavior, preferences, and trends. CTV advertisers
can use this data to inform their advertising strategies and tailor
their campaigns to specific audiences.
4. Retargeting: Retargeting allows advertisers to reach users who
have already interacted with their brand or visited their website.
First-party data is crucial for retargeting campaigns, as it allows
advertisers to identify users who have already expressed interest
in their brand and serve them ads that are tailored to their
specific needs.
• Overall, first-party data is essential for CTV advertisers looking to
maximize the effectiveness of their campaigns and connect with
their target audience on a deeper level. By leveraging this data,
advertisers can deliver personalized, relevant ads that drive
engagement, conversions, and ultimately, revenue.