CTV Monetization: Taking Notes from Linear TV Practice

The rise of connected TV (CTV) is evident. There’s no question about its ability to captivate a broader audience, specifically when people consume TV at an unprecedented rate. It’s understandable if publishers and advertisers use CTV monetization as part of their strategy. Its advantages are hard to ignore. CTV is far more addressable compared to linear TV. Plus, its audience targeting is much more precise, allowing for increased relevance in messaging.

However, it’s still far from perfect. It still has several issues it needs to address, from fragmentation in inventory and restrictions in frequency to advertising fraud and lack of defined measurements. These drawbacks can be challenging for brands who wish to streamline their purchases and limit ad placement frequency.

Despite using traditional approaches, Linear TV remains relevant for some viewers. Perhaps, it’s time for modern-day advertisers to look back and identify what allowed traditional TV to last this long.

Applying Linear TV Practice in CTV Monetization

Straightforward Buying

One of the issues that continue to plague CTV advertising is fragmented buying. An ad buyer has the freedom to buy from a wide range of sources, from content aggregators to programmatic ad exchanges. While the diversity can be good, ad buying is too dispersed. This makes it challenging for providers to scale.

Take note that audiences of traditional TV want a seamless viewing experience that seamlessly aligns with the programming. As such, they rarely have duplicated ads, which has to do with straightforward ad buying. Unlike CTV ads, there’s no need to go through a tedious process–it’s all contained in one software.

The adoption of walled gardens has made CTV ad buying even more complex. Right now, it’s impossible to manage CTV inventory using a single access point. Buyers must go through hoops of using several platforms, which impacts the brand’s ability to achieve a competitive edge across its CTV ad buys.

Streamlined Measurement

Measurement is important for publishers and advertisers. But, of course, it has to be uniform across all their ads. This is where the edge of linear TV comes from. The industry has long used industry benchmarks to track ad reach. Sure, it isn’t as detailed, but at least it offers a unified form of performance measurement.

Most content aggregators would have their proprietary measurement strategies to identify ad engagement. It’s hard for brands to measure how their ads perform if they run their ads on different platforms.
It’s about time for CTV to develop holistic and unified reporting.

 Platforms must have a common language to help brands improve their CTV monetization.

Creating Ads that Stick

Accurate targeting is what CTV advertising takes pride in. It’s how they make sure that no impression goes down the drain. However, this also means that viewing is less shared among the audience–viewers don’t see the same ads simultaneously. It’s personalized, after all.

How can brands address this? By developing ads that stick–taking personalization to the next level.

Advertisers can immerse their target audience in the advertising experience. One, they can use interactive ads to encourage engagement from viewers. Similarly, they can tweak the length of advertisements depending on the audience’s behavior.

Related: 5 CTV Advertising Mistakes to Avoid

Optimizing CTV Monetization

CTV monetization will remain a part of ad strategies for many brands. The level of flexibility it offers, including the manner and timing of delivery, is something brands cannot let go of at this point. However, CTV monetization strategies must continue to evolve and improve. They need to address blind spots to optimize ad performances.

Learn how AlgoriX can help your brand optimize CTV monetization strategies. Contact us today!



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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.