{"id":8888,"date":"2026-03-09T20:23:52","date_gmt":"2026-03-09T15:23:52","guid":{"rendered":"https:\/\/paknews.centers.pk\/inside-the-ctv-contextual-advertising-toolset\/"},"modified":"2026-03-09T20:23:52","modified_gmt":"2026-03-09T15:23:52","slug":"inside-the-ctv-contextual-advertising-toolset","status":"publish","type":"post","link":"https:\/\/paknews.centers.pk\/ur\/inside-the-ctv-contextual-advertising-toolset\/","title":{"rendered":"Inside the CTV Contextual Advertising Toolset"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div>\n<p><div class=\"youtube-embed\" data-video_id=\"4f7fKIZSyk0\"><iframe title=\"Inside the CTV Contextual Advertising Toolset\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/4f7fKIZSyk0?feature=oembed&#038;enablejsapi=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/p>\n<p><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/Contextual-CTV-Ads-Improve-UX-Deliver-on-Key-KPIs-165578.aspx\" target=\"_blank\" rel=\"noopener\" title=\"contextual ctv ads deliver on key kpis\"><span style=\"font-weight: 400;\">CTV contextual advertising<\/span><\/a><span style=\"font-weight: 400;\">, like many things in life, is all about making good decisions, and making informed decisions based on a wealth of data means leveraging the right tools\u2014often AI-driven\u2014to gather and distill and interpret that data. Sometimes developing sound contextual media plans involves working with in-house tech and other times it means working with third-party tools, as <\/span><a href=\"https:\/\/www.linkedin.com\/in\/joecaporoso\/\" target=\"_blank\" rel=\"noopener\" title=\"Team Whistle (a DAZN company) president Joe Caporoso\"><span style=\"font-weight: 400;\">Team Whistle (a DAZN company) president Joe Caporoso<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.linkedin.com\/in\/cjgrosso\/\" target=\"_blank\" rel=\"noopener\" title=\"Intersection CEO Chris Grosso\"><span style=\"font-weight: 400;\">Intersection CEO Chris Grosso<\/span><\/a><span style=\"font-weight: 400;\"> explain in this discussion with <\/span><a href=\"https:\/\/www.linkedin.com\/in\/bhaveshupadhyaya\/\" target=\"_blank\" rel=\"noopener\" title=\"SVTA subject matter expert Bhavesh Upadhyaya\"><span style=\"font-weight: 400;\">SVTA subject matter expert Bhavesh Upadhyaya<\/span><\/a><span style=\"font-weight: 400;\"> in this clip from <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/ICYMI-Streaming-Media-Connect-February-2026-173683.aspx\" target=\"_blank\" rel=\"noopener\" title=\"Streaming Media Connect 2026\"><span style=\"font-weight: 400;\">Streaming Media Connect 2026<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><strong>The Coordination of Multiple Teams<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Upadhyaya begins the conversation with Caporoso. \u201cWhat are some of the tools that <\/span><a href=\"https:\/\/teamwhistle.com\/\" target=\"_blank\" rel=\"noopener\" title=\"TeamWhistle\"><span style=\"font-weight: 400;\">you guys<\/span><\/a><span style=\"font-weight: 400;\"> use to help \u2026 understand the live events that are coming through and understand \u2026 the audience that\u2019s watching as well too for the right ads?\u201d he asks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/Are-Premium-Streaming-Sports-Rights-Bets-Paying-Off-169082.aspx\" target=\"_blank\" rel=\"noopener\" title=\"are streaming sports rights paying off\">Caporoso<\/a> discusses Team Whistle\u2019s approach over the past couple of years. It has a team that has built \u201csome proprietary technology around the <\/span><a href=\"https:\/\/lookerstudio.google.com\/\" target=\"_blank\" rel=\"noopener\" title=\"Looker\"><span style=\"font-weight: 400;\">Looker<\/span><\/a><span style=\"font-weight: 400;\"> data and the audience data that we ingest. They coordinate with our primary distribution team and leads in terms of how we look at that data. And then it\u2019s sort of distributed in real time to the production team, the programming team, and the advertising team in terms of what we\u2019re seeing on a daily basis,\u201d he says. The company has built out these internal approaches to match \u201cwith how we\u2019ve sort of adapted some of these different feeds and how that information\u2019s coming in. We\u2019ve also been doing some different preliminary research on certain companies like <\/span><span style=\"font-weight: 400;\">Screens<\/span><span style=\"font-weight: 400;\"> that give us opportunities to move around some different things from the cloud in terms of how we position some <a href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/What-Is-SGAI-and-What-Are-the-Benefits-for-Live-and-VOD-170035.aspx\" target=\"_blank\" rel=\"noopener\" title=\"sgai live streaming and vod\">side-by-side advertisements<\/a>.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Caporoso provides the example of his company\u2019s global deal with <\/span><a href=\"https:\/\/www.dazn.com\/en-US\/l\/nfl-game-pass\/\" target=\"_blank\" rel=\"noopener\" title=\"dazn NFL GamePass\"><span style=\"font-weight: 400;\">NFL GamePass<\/span><\/a><span style=\"font-weight: 400;\">. \u201cWe are figuring out different ways how we fill the spots over the local advertising, which we don\u2019t run as we ingest that feed. We have to fill it with either our own content that\u2019s customized or <a href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/The-Local-Broadcast-Advantage-Trust-Scale-and-Real-Results---173253.aspx\" target=\"_blank\" rel=\"noopener\" title=\"local broadcast advantage\">localized advertising<\/a> that makes more sense,\u201d he shares. \u201cAnd a big part of what we\u2019ve done around that\u2014beyond using some of the traditional AI editing tools to make that more doable, like a <\/span><a href=\"https:\/\/wsc-sports.com\/\" target=\"_blank\" rel=\"noopener\" title=\"WSC\"><span style=\"font-weight: 400;\">WSC<\/span><\/a><span style=\"font-weight: 400;\"> where we could churn that out at a higher volume\u2014is also, again, just having a data team sort of attached to the tech and product team to review everything in real time. And we just pop that into our internal CRM and we treat it like sales data, we treat it like social media data, and we try to react to it as quickly as we can overall.\u201d<\/span><\/p>\n<h2><strong>Tech and Programming Working Together<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">It has been encouraging to see that the tech side of the business isn\u2019t siloed, Caporoso notes. It\u2019s done hand-in-hand with programming, which he says incorporates not only the on-platform programming team, but also the advertising and social teams. \u201cA huge part of what we have to do with so many live events and streams going at once is just monitor and visualize all chatter going on around because the feed will go out periodically\u2014things happen\u2014or there\u2019s little dials that we have to turn on the audio and ensuring that the ad is coming up and dropping at the exact right time on the free tier compared to the pay tier, compared to [for example,] what\u2019s allowed in Germany compared to what\u2019s allowed in Saudi Arabia,\u201d he explains.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In summary, \u201cit\u2019s been a mix of internal proprietary tools, researching newer companies that are bringing very unique tech to it, like Screens. And then also just again, using all the editing data that we have internally and expanding our relationship with companies that allows us to make a high volume of content that we could put in the different ad breaks that we need to fill in so many different countries, because we\u2019re not just running the standardized national advertising when we ingest the feed like NFL GamePass or any of our other global channel market partnerships.\u201d<\/span><\/p>\n<h2><strong>Two Ways AI Helps With Intersection\u2019s Work\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Upadhyaya asks Grosso to describe his perspective: \u201cYou\u2019re totally out of home, so you\u2019ve got a different tool set compared to the programmatic ads, et cetera, inside here. What tools do <\/span><a href=\"https:\/\/www.intersection.com\/\" title=\"intersection\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">you guys<\/span><\/a><span style=\"font-weight: 400;\"> use to help pull it through? And are you guys using generative AI or any other kind of artificial [intelligence], any type of machine learning, to get more information and insight into the data?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Grosso notes that similar to Caporoso\u2019s company, \u201cone of our biggest areas is creative optimization, and that hits in a couple different [ways]. The first is in the digital out-of-home space, there\u2019s a large degree of fragmentation and many different screen sizes even within our network. So being able to use the generative AI tools just to resize creative, make sure the DPI is all right, make sure you get the right resolution,\u201d is helpful. He discusses the example of a New York City ad campaign looking different from the creative side depending on whether it\u2019s based in Soho or Flushing. \u201cThe ability to generate dozens of different types of creative around the same campaign in a way that you can never do with humans has been a big, big area for us,\u201d Grosso says in praise of AI.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The second way optimization is affecting his work is in media planning, he says, \u201cbecause every individual screen has its own set of metadata around location, [showing] what types of audiences are around that screen. And it historically was pretty challenging to put together sophisticated media plans around that. With the AI tools, you can start doing that and start transacting that.\u201d He continues, \u201cWe\u2019ve made all of our inventories available programmatically, so you can go on <\/span><a href=\"https:\/\/www.thetradedesk.com\/\" target=\"_blank\" rel=\"noopener\" title=\"The Trade Desk\"><span style=\"font-weight: 400;\">The Trade Desk<\/span><\/a><span style=\"font-weight: 400;\"> and buy our digital inventory just like you buy any other <a href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/Pros-and-Cons-of-Programmatic-Advertising-168382.aspx\" target=\"_blank\" rel=\"noopener\" title=\"pros and cons of programmatic advertising\">programmatic<\/a>, so you can deal with that. But increasingly on the direct side, we need to start building much more sophisticated media plans.\u201d Grosso notes that it\u2019s been important to make sure that \u201cthe data is readily available and being able to be accessed digitally by third parties.\u201d<\/span><\/p>\n<h2><strong>Predictions for AI Use<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Grosso predicts that in the next 6\u201312 months, people \u201cin the out-of-home industry are going to increasingly start putting <a href=\"https:\/\/modelcontextprotocol.io\/docs\/getting-started\/intro\" target=\"_blank\" rel=\"noopener\" title=\"what is the model context protocol\">MCPs [model context protocols]<\/a> around their order management systems so that other third parties who want to use an AI tool can kind of like plug in and do the same things that we\u2019re trying to do internally.\u201d He continues, \u201cAll the transactional pieces of the ad-sale business are going to move very much to AI-enabled platforms in the next couple of years. And really, what will end up happening is the salespeople [will] have to be hyper-focused on creativity and relationships, because the transactional back and forth, all that is going to be highly automated even on the direct side of the business.\u201d<\/span><\/p>\n<div class=\"cta_magazine_subscription_wrap\">\n<div class=\"cta_magazine_subscription\">\n<div class=\"cta_magazine_subscription_img\">\n            <img decoding=\"async\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/SiteImages\/168775-2025-Cover-Images---April-2025-ORG.png\" alt=\"Streaming Covers\"\/><br \/>\n<!--            <img decoding=\"async\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/SiteImages\/167595-2025-Cover-Images-ORG.png\" alt=\"Streaming Covers\">-->\n        <\/div>\n<\/p><\/div>\n<\/div>\n<p><noscript>Please enable JavaScript to view the <a href=\"https:\/\/disqus.com\/?ref_noscript\" target=\"_blank\" rel=\"noopener\">comments powered by Disqus.<\/a><\/noscript><\/p>\n<p>&#13;<br \/>\n            Related Articles&#13;<br \/>\n            &#13;\n        <\/p>\n<section class=\"article_grid\">&#13;<br \/>\n    &#13;<\/p>\n<div class=\"article_grid_single\">\n<div>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_0\" href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/Sneak-Preview-Leveraging-AI-for-Contextual-CTV-Advertising-at-Streaming-Media-Connect-173456.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"lazy\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/ArticleImages\/439154-contextual-advertising-sneak-preview-ORG.png\"\/><\/a>\n            <\/div>\n<h3>&#13;<br \/>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_0\" href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/Sneak-Preview-Leveraging-AI-for-Contextual-CTV-Advertising-at-Streaming-Media-Connect-173456.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\">Sneak Preview: Leveraging AI for Contextual CTV Advertising at Streaming Media Connect<\/a><\/h3>\n<p>&#13;<br \/>\n                On Thursday, February 26, join content monetization pros from Roku, Philo, DAZN, Tavant, Intersection, and the SVTA for the Streaming Media Connect panel &#8220;All About Context: Leveraging AI for Contextual CTV Advertising.&#8221; Learn how AI-powered audience data, metrics analysis, and real-time decisioning propel tailored, targeted CTV ad experiences that boost relevance, heighten engagement, and grow revenue.&#13;\n            <\/p>\n<p>&#13;<br \/>\n                &#13;<br \/>\n                <span class=\"article_date\">&#13;<br \/>\n                    10 Feb 2026<\/span>&#13;\n            <\/p>\n<\/p><\/div>\n<p>&#13;<br \/>\n    &#13;<\/p>\n<div class=\"article_grid_single\">\n<div>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_1\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/Are-Premium-Streaming-Sports-Rights-Bets-Paying-Off-169082.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"lazy\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/ArticleImages\/168854-sports-rights-bets-paying-off-ORG.png\"\/><\/a>\n            <\/div>\n<h3>&#13;<br \/>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_1\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/Are-Premium-Streaming-Sports-Rights-Bets-Paying-Off-169082.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\">Are Premium Streaming Sports Rights Bets Paying Off?<\/a><\/h3>\n<p>&#13;<br \/>\n                Sports on TV and ads have always gone hand-in-hand. But what happens when streamers enter the picture and invest in premium sports rights? A half-decade ago, most premium streaming platforms thrived primarily on subscription revenue\u2014but now,\u00a0selling ads\u00a0might be the only way to make sports streaming profitable, especially given the skyrocketing cost of premium sports licensing.\u00a0DAZN&#8217;s Joe Caporoso,\u00a0SVTA&#8217;s Jason Thibeault,\u00a0Omdia&#8217;s\u00a0Michael Frank, and\u00a0Tata Communications&#8217; Corey Smith\u00a0weigh in\u00a0during a winner-take-all debate from Streaming Media Connect 2025.&#13;\n            <\/p>\n<p>&#13;<br \/>\n                &#13;<br \/>\n                <span class=\"article_date\">&#13;<br \/>\n                    21 Apr 2025<\/span>&#13;\n            <\/p>\n<\/p><\/div>\n<p>&#13;<br \/>\n    &#13;<\/p>\n<div class=\"article_grid_single\">\n<div>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_2\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/Pros-and-Cons-of-Programmatic-Advertising-168382.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"lazy\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/ArticleImages\/168179-pros-and-cons-ORG.png\"\/><\/a>\n            <\/div>\n<h3>&#13;<br \/>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_2\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/Pros-and-Cons-of-Programmatic-Advertising-168382.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\">Pros and Cons of Programmatic Advertising<\/a><\/h3>\n<p>&#13;<br \/>\n                In this clip from their spirited debate moderated by TVREV&#8217;s Alan Wolk at Streaming Media Connect 2025, Philo&#8217;s Aulden Kaye Yi makes the case for monetizing CTV content through programmatic advertising and launching effective advertising campaigns through programmatic platforms, and goes point-counterpoint with Vevo&#8217;s Melissa Sofo and Fremantle&#8217;s Laura Florence over brand safety concerns, content-matching, and more.&#13;\n            <\/p>\n<p>&#13;<br \/>\n                &#13;<br \/>\n                <span class=\"article_date\">&#13;<br \/>\n                    07 Mar 2025<\/span>&#13;\n            <\/p>\n<\/p><\/div>\n<p>&#13;<br \/>\n    &#13;<\/p>\n<div class=\"article_grid_single\">\n<div>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_3\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/Contextual-CTV-Ads-Improve-UX-Deliver-on-Key-KPIs-165578.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"lazy\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/ArticleImages\/165838-146160-Globe-Data-ORG-ORG.jpg\"\/><\/a>\n            <\/div>\n<h3>&#13;<br \/>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_3\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/Contextual-CTV-Ads-Improve-UX-Deliver-on-Key-KPIs-165578.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\">Contextual CTV Ads Improve UX, Deliver on Key KPIs<\/a><\/h3>\n<p>&#13;<br \/>\n                Trent Wheeler, Chief Product Officer, Gracenote, discusses contextual ad targeting on CTV, and he outlines the opportunities for brands to improve resonance, favorability, recall, and loyalty by focusing on the content that viewers watch instead of the viewers themselves.&#13;\n            <\/p>\n<p>&#13;<br \/>\n                &#13;<br \/>\n                <span class=\"article_date\">&#13;<br \/>\n                    26 Aug 2024<\/span>&#13;\n            <\/p>\n<\/p><\/div>\n<p>&#13;<br \/>\n    &#13;<br \/>\n        &#13;<br \/>\n        <\/section>\n<\/p><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.streamingmedia.com\/Articles\/ReadArticle.aspx?ArticleID=173791\" target=\"_blank\" rel=\"noopener\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>CTV contextual advertising, like many things in life, is all about making good decisions, and making informed decisions based on a wealth of data means leveraging the right tools\u2014often AI-driven\u2014to gather and distill and interpret that data. Sometimes developing sound contextual media plans involves working with in-house tech and other times it means working with [&hellip;]<\/p>","protected":false},"author":1,"featured_media":8890,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-8888","post","type-post","status-publish","format-standard","has-post-thumbnail","category-live-session"],"_links":{"self":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/8888","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/comments?post=8888"}],"version-history":[{"count":0,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/8888\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media\/8890"}],"wp:attachment":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media?parent=8888"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/categories?post=8888"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/tags?post=8888"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}