{"id":8991,"date":"2026-03-13T23:44:09","date_gmt":"2026-03-13T18:44:09","guid":{"rendered":"https:\/\/paknews.centers.pk\/key-contextual-data-points-for-targeted-and-brand-safe-ctv-advertising\/"},"modified":"2026-03-13T23:44:09","modified_gmt":"2026-03-13T18:44:09","slug":"key-contextual-data-points-for-targeted-and-brand-safe-ctv-advertising","status":"publish","type":"post","link":"https:\/\/paknews.centers.pk\/ur\/key-contextual-data-points-for-targeted-and-brand-safe-ctv-advertising\/","title":{"rendered":"Key Contextual Data Points for Targeted and Brand-Safe CTV Advertising"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div wp_automatic_readability=\"126.03022010708\">\n<p><div class=\"youtube-embed\" data-video_id=\"Ft5qAl9q-G4\"><iframe title=\"Key Contextual Datapoints for Targeted and Brand Safe CTV Advertising\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/Ft5qAl9q-G4?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><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.streamingmedia.com\/Articles\/ReadArticle.aspx?ArticleID=173456\" target=\"_blank\" rel=\"noopener\" title=\"Sneak Preview: Leveraging AI for Contextual CTV Advertising at Streaming Media Connect\">Matching ads to programming context and audience interests<\/a> is theoretically what CTV and OTT can do better than traditional linear television, but it requires gathering data and leveraging it effectively <a href=\"https:\/\/www.streamingmedia.com\/Articles\/ReadArticle.aspx?ArticleID=173791\" target=\"_blank\" rel=\"noopener\" title=\"Inside the CTV Contextual Advertising Toolset\">to make sound contextual calls<\/a>. <\/span><a href=\"https:\/\/www.linkedin.com\/in\/aulden-kaye-yi-44b89b18\/\" target=\"_blank\" rel=\"noopener\" title=\"Philo Head of Advertising Partnerships Aulden Kaye Yi\"><span style=\"font-weight: 400;\">Philo Head of Advertising Partnerships Aulden Kaye Yi<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.linkedin.com\/in\/charlesgoodman\/\" target=\"_blank\" rel=\"noopener\" title=\"Roku Head of Supply Side Ad Platform Charlie Goodman\"><span style=\"font-weight: 400;\">Roku Head of Supply Side Ad Platform Charlie Goodman<\/span><\/a><span style=\"font-weight: 400;\"> discuss what works on their platforms and how their teams approach contextual advertising in this conversation 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;\"> at <\/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>Philo Makes the Most of Its Small Size\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Upadhyaya praises <\/span><a href=\"https:\/\/www.philo.com\/\" target=\"_blank\" rel=\"noopener\" title=\"Philo\"><span style=\"font-weight: 400;\">Philo<\/span><\/a><span style=\"font-weight: 400;\"> for what it\u2019s been able to build despite limited staff and capabilities. \u201cI\u2019d love [for] you to talk about how you pulled together the data and the tools that you\u2019ve got to use to determine context around all of your audience compared to an NBC or a Roku, [when you have] so few resources,\u201d he tells Yi.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yi acknowledges Philo\u2019s small size: about 160 people, with 11 people on the ad side. Despite being a \u201cleaner organization,\u201d she says, Philo brings in premium content in the form of programming from household names such as A&amp;E, AMC, Warner Bros. Discovery, Paramount, Hallmark, and Weigel Broadcasting Co. The business on the ad side has historically been run \u201clargely programmatically,\u201d she notes, with \u201cthe ads coming in from a bunch of different sources. And in terms of being able to deliver on context in traditional linear TV, obviously advertisers are used to buying spots in a specific show. Within a virtual <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Columns\/The-Industry\/The-Real-Streaming-Battle-SVOD-vs.-vMVPD-139289.aspx\" target=\"_blank\" rel=\"noopener\" title=\"svod vs mvpd\"><span style=\"font-weight: 400;\">MVPD<\/span><\/a><span style=\"font-weight: 400;\"> where we\u2019ve still got that live linear stream, \u2026 it\u2019s all happening in a digitally delivered way and we\u2019re able to <a href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/5-Best-Practices-to-Unlock-the-Full-Value-of-Streaming-with-Dynamic-Ad-Insertion-171082.aspx\" target=\"_blank\" rel=\"noopener\" title=\"5 Best Practices to Unlock the Full Value of Streaming with Dynamic Ad Insertion\">dynamically insert ads<\/a>.\u201d\u00a0<\/span><\/p>\n<h2><strong>Finding the Right Tones\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Philo focuses on \u201cthe concept of addressability, reaching the audience and being able to pass through those signals and enable that. On the contextual side, it\u2019s been sort of broader: genre, rating, enabling advertisers to land in content that is appropriate and aligned with their messaging,\u201d Yi says. There\u2019s a lack of standardization in the industry, so her team works closely with partners that are enabling \u201cbetter standardization on the contextual signals that we already were passing, those sort of broad genre ratings across not only us, but other publishers, but then also getting much more nuanced and granular in terms of what you\u2019re able to do.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">She provides the example of the movie <\/span><em><span style=\"font-weight: 400;\">Marley &amp; Me<\/span><\/em><span style=\"font-weight: 400;\">, which has both happy and sad moments. \u201cIf you are a pet food brand, maybe you want to be closer to the moments that are happy than the moments that are sad. [T]here are a couple of companies that we are starting to test with where it enables an advertiser to get to not only that broad sort of, \u2018I want to be in a comedy, that\u2019s the right place for my brand,\u2019 but actually \u2018I want to get closer to these moments that are aligned with my brand.\u2019 And it\u2019s not about being in a specific show, it\u2019s about being in sort of a specific tone across many pieces of content that we offer on the platform.\u201d\u00a0<\/span><\/p>\n<h2><strong>Roku Prioritizes Brand Resonance and Brand Safety\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Upadhyaya turns to Goodman. \u201cAnd Charlie, with <\/span><a href=\"https:\/\/www.roku.com\/\" target=\"_blank\" rel=\"noopener\" title=\"Roku\"><span style=\"font-weight: 400;\">Roku<\/span><\/a><span style=\"font-weight: 400;\">, you\u2019re combining all this data from a plethora of content providers, as well as running your own live streams and linear streams as well,\u201d he notes. \u201cAnd with Aulden [Kaye Yi], she has the ability \u2026 to understand and know what content is coming up ahead of time and look at the metadata and the context from that. How do you guys manage, and what are some of the critical contextual data points that allow you to really hone in on getting the right ad for people?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Goodman confirms, \u201cYeah. Similar to Aulden, we have video on demand, we have live streams, you have FAST channels, etc.\u201d Roku has been working to develop its <\/span><a href=\"https:\/\/advertising.roku.com\/learn\/resources\/introducing-roku-exchange-an-ad-tech-gateaway-to-rokus-audience\" target=\"_blank\" rel=\"noopener\" title=\"Roku Exchange\"><span style=\"font-weight: 400;\">Roku Exchange<\/span><\/a><span style=\"font-weight: 400;\"> homegrown ad platform, he notes. Also, \u201csimilar to Aulden, we\u2019re heavy in programmatic. We do believe in addressability, but what really our path is, is optimising the things on outcome and relevancy and, really, brand resonance.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From a user features perspective, he explains, \u201cwe\u2019ve also been investing in advertiser features because the context of the ad matters just as much, either for brand safety or just for alignment.\u201d Roku\u2019s advertisers tend to be interested in context to drive lower-funnel outcomes, he adds.\u00a0<\/span><\/p>\n<h2><strong>Finding \u2018the Winning Moment\u2019<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Goodman has been excited about optimising brand resonance. \u201cSo bringing in together things like those contextual signals, Aulden said it really well, which is, what is the sentiment? I love the happy and sad moments that she brought up, but at the same time, for us, it\u2019s like, What is a winning moment?\u201d Roku has generative AI tools for understanding that. \u201c[O]ur big focus this year beyond just optimising the outcome is also incorporating things like a measurement and feedback loop. And so that\u2019s what\u2019s driving a lot of our investment,\u201d he shares. Winning moments are subjective, \u201cso making sure that you\u2019re investing in a measurement and feedback loop in order to reinforce that recommendation, test and control, and experimentation is so vital because it\u2019s really easy just to make a guess. 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Philo Head of Advertising Partnerships Aulden Kaye Yi and Roku Head of Supply Side Ad Platform Charlie Goodman discuss what [&hellip;]<\/p>","protected":false},"author":1,"featured_media":8993,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-8991","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\/8991","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=8991"}],"version-history":[{"count":0,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/8991\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media\/8993"}],"wp:attachment":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media?parent=8991"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/categories?post=8991"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/tags?post=8991"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}