As the digital advertising landscape evolves, connected TV (CTV) is no longer just for brand awareness. It’s rapidly becoming a performance driver.
In today’s economic climate, where every marketing dollar is scrutinized and ROI is paramount, CTV stands out as a programmatic advertising channel that delivers measurable results and real business outcomes. As recent advertising forecasts and upfront spending trends reveal, buyers are under more pressure than ever to prove performance and maximize every investment.
We recognize this pivotal shift and are committed to equipping buyers with the insights and tools necessary to capitalize on this next phase of growth for CTV advertising. At PubMatic, we’re forging deep partnerships with the industry’s most trusted measurement leaders and transforming CTV into a robust performance engine for brands and agencies.
Through advanced measurement tactics and strategic partnerships, we are evolving CTV into a results-driven channel that aligns seamlessly with the ongoing shift from linear to digital. Let’s take a deep dive.
The Evolution of CTV: From Branding to Performance
Historically, CTV has excelled as a platform for engaging storytelling and brand-building. However, the integration of sophisticated measurement techniques is now enabling advertisers to see real, actionable results from their CTV campaigns. As the march from linear to digital accelerates, understanding how to optimize CTV for performance is essential for unlocking value. This transformation is especially urgent as the 2025 upfronts highlight a market demanding flexibility, accountability, and clear evidence of campaign effectiveness.
At PubMatic, we are dedicated to enhancing CTV capabilities through comprehensive data and measurement solutions that promote transparency and accountability.
- Enhanced Contextual Targeting and Brand Safety: We are actively investing in partnerships that leverage frame-level insights within metadata, enhancing contextual targeting and ensuring brand safety. Our ability to target shoppable moments and news-based brand-safe placements in news content in real-time empowers advertisers to move beyond basic audience targeting.
- GenAI-Powered Content Signals: By integrating GenAI-powered genres, we enhance the transparency and effectiveness of CTV ad placements, unlocking incremental demand for publishers.
- Advanced Measurement Collaborations: PubMatic provides neutral access to premium CTV inventory, enhanced with independent measurement tools via collaborations with Comscore, iSpot, and VideoAmp, allowing buyers to select the measurement methodology that aligns with their business goals. Our open marketplace model ensures a critical balance of buyer flexibility and publisher control — central to CTV’s evolution as a performance channel.
- With Comscore and Adelaide, buyers can now access Comscore-Certified Deal IDs that include attention-based metrics across PubMatic’s premium CTV supply, making it easier to target high-quality, high-attention inventory and drive engagement.
- iSpot is a certified measurement partner within PubMatic’s Activate. This empowers existing iSpot customers to include media activated in PubMatic within iSpot’s unified, cross-platform measurement solutions.
- VideoAmp’s cross-platform measurement tools help advertisers optimize campaign performance, identify audience overlap, and guarantee delivery on high-value audiences, reinforcing CTV’s role as a performance engine.
In a market where every impression must prove its worth, these partnerships ensure that CTV campaigns are not only transparent and accountable but also optimized for real business results.
As CTV moves from branding to bottom-line impact, the ability to independently measure performance, optimize across partners, and activate in real-time sets leaders apart. With cutting-edge measurement solutions, strategic collaborations, and a relentless focus on transparency, we offer a uniquely open path forward to enable brands and agencies to unlock the full potential of their CTV investment. As we embark on the next phase of CTV growth, we are here to help you on your journey.
Together, we can ensure that your CTV campaigns not only engage but also deliver powerful results. Get in touch to learn how our innovative solutions can drive measurable success in your CTV advertising strategies.
