The Absence of Third-Party Cookies Paves the Way for Scaling CTV

The Absence of Third-Party Cookies Paves the Way for Scaling CTV

For the past 25 years, digital advertising has been lauded for its ability to create targeted ads and track results to improve campaigns. Traditional broadcast TV, on the other hand, is generally used for its ability to reach more people. Its programming and provision of intense ad experience made up for its lack of ad targeting and measurement.

If you think about it, the primary strength of digital advertising lies heavily in third-party cookies. With its imminent phase-out, digital marketers are now looking at the power of television. They need first-party data. They need to highlight the use of working with media and measurement partners. This entire ecosystem can allow them to develop the targeted ads they are used to making and effectively target their audience. And this is where connected TV or CTV comes in.

Ways for Scaling CTV Offerings

The power that CTV has immensely grown in the past year. Its potential has long been regarded as the way to the future of targeted advertising. However, the past year has been critical in pushing the maturity of CTV. A Nielsen study for the third quarter of 2020 showed increased CTV access because of the ongoing lockdowns and travel restrictions. As much as 92% of individuals aged 18-49 years old have direct access to CTV, and 56% of them spend over 12 minutes streaming.

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CTV has never relied on cookies. With these numbers alone, one can surmise that scaling CTV is plausible without the use of cookies. In the absence of cookies, scaling CTV will be palpable more than ever. Here’s how scaling CTV can work for advertisers.

1. Target Audience

With CTV, advertisers have access to first-party data, which they can use to develop targeted ads. They can use existing third-party information, align them with advertiser audience data, and eventually match them with the proprietary data available through the device ID. Through this wealth of resources, it’s going to be easy for advertisers to look for and communicate with their audience as they scale their offerings.

2. Provide Better User Insight

Another way advertisers can drive growth is by getting insightful data about how their target audience is streaming their content. This way, advertisers can prevent spillage. Serving too many ads when there are only limited people interested in the offering. Buying only enough ads can be a cost-effective measure. Plus, it also contributes to the increased customer experience over the platform.

3. Accurate Measurement of Ad Impact

Measuring ad impact is a critical aspect for advertisers. They have to see whether their ads are generating sales. Once they can measure advertising impact and match them with user data, they can come up with an unparalleled recipe for scaling.

With the rise of the Internet, many have predicted television advertising to die a painful death because of its lack of better targeting and accurate measurement. However, with how things are looking now, it has become a plot twist that digital advertisers need to wrap their heads around. Are you considering scaling your CTV offerings? Let us know how we can help you. Connect with our experts now and explore the market of monetization.



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.