Top AdTech Companies for OTT and CTV Advertising Analytics
Vipika Kotangale
May 4, 2023

Explore the leading adtech companies to leverage OTT and CTV advertising analytics and enhance business performance. Optimize advertising campaign metrics with the top features of adtech platforms.

People worldwide have started prioritizing their entertainment time by watching over-the-top (OTT) and connected TV (CTV) of their own accord, resulting in exponential growth in the OTT and CTV digital advertising and adtech industries. OTT delivers video content via the internet, bypassing cable or satellite TV. CTV streams OTT content on TV screens via devices like smart TVs, gaming consoles, or streaming sticks.
Marketers face unique challenges with OTT and CTV advertising, including:

  • Fragmentation
  • Fraud
  • Attribution
  • Measurement

Advanced analytics tools and platforms provide actionable insights and data-driven strategies to optimize campaigns.

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This article explores how AdTech companies are revolutionizing OTT and CTV advertising analytics and helping advertisers achieve better results and ROI.

Optimizing OTT and CTV Advertising Campaign Metrics

Measuring and optimizing OTT and CTV advertising campaigns is vital to evaluating the success of programmatic advertising efforts and delivering relevant, more targeted content to intended audience and consumers.

Here are a few ways to measure and optimize the performance of OTT and CTV ad campaigns:

Set Clear Campaign Goals: Campaign goals include increasing brand awareness, reaching a new audience, or driving sales and conversions. Defining goals aids in measuring success and optimizing campaigns. SMART goals are essential, ensuring objectives are clear, measurable, achievable, relevant, and time-bound while aligning with marketing strategy.

Use Relevant Metrics: Using relevant metrics such as completion rate, viewability, and click-through rate, high completion rates indicate engagement; high viewability rates mean the ad is visible; and high click-through rates effectively drive engagement. Tracking these metrics helps optimize campaigns.

Test and Optimize Campaigns: Testing and optimizing campaigns regularly by trying different ad formats, targeting options, and messaging. To make data-driven decisions, it is essential to collect relevant data from reliable sources, analyze the data for patterns and trends, set benchmarks to measure performance, use data insights to make informed decisions about changes, and continuously monitor and measure progress toward campaign goals. Adopting a data-driven approach can optimize campaigns for better performance and desired results.

Leverage Audience Data for Targeted Campaigns: Audience data can help identify and segment potential customers based on their demographics, interests, behaviors, and preferences. Audience data can help create personalized and relevant ads that resonate with target audience and increase conversion rates. Audience data can also help optimize campaigns by adjusting bids, budgets, and targeting options based on audience performance.

Create Visually Appealing and Engaging Ads with Strong Calls-to-action: Ads should capture the attention of the audience and communicate the value proposition of the product or service clearly and concisely. Ads should also include a clear and compelling call-to-action that motivates the audience to take the desired action, such as clicking, signing up, or purchasing. A strong call to action should use action verbs, create a sense of urgency, and highlight the benefits of taking action.

Measuring Advertising Metrics: Measurement of ad metrics, such as OTT ad metrics or advertising performance metrics, ensures ways to measure ad success. Advanced reporting for OTT and CTV ad campaigns with metrics such as attribution tracking, real-time CTV ad impression analytics, cross-device tracking for CTV ad campaigns, and video content analytics for CTV advertising has become a cornerstone of real-time bidding (RTB) in programmatic advertising analytics for OTT and CTV.

These real-time metrics influence decision-making while the ads are running, helping OTT and CTV advertisers get the most out of their advertising budgets and proving the best way to make strategic advertising moves.

Features of the Best AdTech Platform for OTT and CTV Advertising

The best adtech platform for OTT and CTV advertising should have advanced targeting, real-time bidding, cross-device support, programmatic advertising, transparency, brand safety, customization, and integration with other marketing tools. Moreover, they particularly have these features:

  • Advanced targeting options such as demographics, location, interests, and behavior
  • Real-time bidding (RTB) enables advertisers to bid in real-time for ad inventory, ensuring the best ad placements and maximum ad spend
  • Cross-device support covers multiple devices, such as smartphones, tablets, smart TVs, and gaming consoles
  • Programmatic advertising automates the buying and selling of ad inventory, optimizing ad delivery, reducing costs, and improving targeting
  • Transparency requires detailed reports on ad performance, reach, and engagement. Brand safety protects the brand's reputation by ensuring ads are on safe, reputable sites
  • Customization allows publishers to customize their ad campaigns for unique business needs
  • Integration with other marketing tools like data management platforms (DMPs), customer relationship management (CRM) systems, and analytics tools improves efficiency.

Top OTT and CTV AdTech Companies for Businesses

Here are some of the leading AdTech companies that advertisers and publishers are increasingly considering:

  1. Amobee is a unified advertising platform for TV, CTV, digital, and social media that optimizes advertising campaigns with unified workflows for planning, buying, and measurement. Amobee empowers brands, agencies, and media companies to unify audiences to optimize results across all TV, connected TV, and digital media, including social, to drive customers’ organic growth. Amobee is built on three fundamental truths: consumers move fluidly across screens, love video, and value their privacy at all times.
  2. The Trade Desk is an independent media buying platform designed for the open internet that helps marketers reach more customers with more transparency and precision at every stage, from planning to pricing and even performance. The Trade Desk provides value to its customers through its flexible and accessible platform, international reach, and access to every digital channel and device, including display, video, audio, digital out-of-home, and more than 87 million connected TV households. The Trade Desk also allows clients to measure what matters by connecting ad spend to online sales, in-store foot traffic, and ROI.
  3. Beeswax is an advertising software company that was founded by industry veterans who recognized that traditional DSPs were underserving today’s sophisticated media buyers. The company’s mission is to build excellent advertising software. Beeswax’s Bidder-as-a-Service (BaaS) is an innovative way to unleash the full potential of programmatic OTT and connected TV spend. BaaS empowers buyers with flexibility, full transparency, and ultimate control.
  4. Magnite: Magnite is the world’s largest independent sell-side advertising company. In 2023, Magnite announced Magnite Streaming, a singular supply-side platform that merges leading technology from the Magnite CTV and SpotX platforms. Magnite Streaming empowers media owners to maximize the value of their assets holistically across live and video on-demand, VOD inventory, CTV and OTT environments, and addressable linear while gaining insights to more efficiently and effectively drive their businesses.
  5. Publica: Publica is a technology company focused on internet-connected TV advertising. It helps power the next generation of ad experiences on the big screen, as audiences shift from cable TV to digital. This platform offers an end-to-end solution for publishers to maximize their connected TV advertising revenue while offering a TV-level user experience.
  6. The View Point: The View Point is a Tatari company that gives CTV publishers total control over their ad space inventory. This allows them to sell more, earn more, and grow more. The ViewPoint merges premium inventory with unique demand to help businesses grow.
  7. SpotX: SpotX is a video advertising and monetization platform. Billions of video ad decisions are transacted through the SpotX platform daily, with ads delivered to over 70 million US households. SpotX’s complete video ad-serving platform helps publishers to simplify workflows while maximizing yield. The platform includes ad management, campaign management, and ad trafficking, allowing publishers to manage traditional direct sales, programmatic direct, and private marketplace deals with a single platform.
  8. Beachfront Media: Beachfront is a sell-side ad server built for convergent TV. Its technology enables real-time, unified ad serving and monetization across all TV and video endpoints. Beachfront helps media owners, programmers, and distributors unify ad serving and monetization across TV and video platforms.

Overall, businesses should consider working with these top OTT and CTV AdTech companies to improve their advertising efforts and reach their target audience more effectively.

Boosting Business Performance with OTT and CTV Analytics

OTT and CTV analytics provide insights into viewer behavior, helping to make data-driven decisions, optimize advertising campaigns for ROI, and personalize ads. Metrics such as watch time, engagement, and retention can inform content production and promotion.

Advanced targeting options allow for personalized campaigns while analytics help optimize campaigns by identifying areas for improvement. Measuring metrics such as revenue, conversions, and cost per acquisition can determine the effectiveness of campaigns. 

Leveraging OTT and CTV Ad Analytics for Future Business Growth

Businesses can use OTT and CTV ad analytics to understand consumer behavior, optimize ad campaigns, measure ROI, and identify trends for growth. Analyzing ad performance data helps identify effective ad formats, placements, channels, and devices.

By tracking data over time, businesses can identify market trends and opportunities. Informed marketing strategies based on these insights help achieve long-term success.

To identify market trends and opportunities by tracking ad analytics over time, businesses can analyze engagement rates, monitor viewing habits, identify emerging technologies, and analyze demographic data. By adapting their marketing strategies accordingly, businesses can stay ahead of these trends and achieve long-term success.

The CTV/OTT advertising industry is set to witness even more growth in 2022, with the global ad market forecast to exceed US$700 billion, as per CTV's ad spend has grown so exponentially that even the forecasters can’t keep up.

Insider Intelligence shared that last October, it raised its 2022 US CTV ad spend forecast from US$17.44 billion to US$19.10 billion.

To sum up, the OTT and CTV ad analytics platform market is poised for remarkable growth in the near future.

The OTT video market is estimated to reach US$316.10 billion in 2023, growing at an annual rate of 10.01%, as per Statista, while the CTV/OTT advertising industry is expected to surpass US$700 billion in 2022, outpacing the global ad market.

These trends are fueled by the rising demand for OTT and CTV platforms and the advantages they offer for both advertisers and users.