There is a clear path for advertisers to leverage shifting audience expectations, as well as platform capabilities, to find success in a fragmented video advertising ecosystem, maintains Bill Schild, GM of Americas for Channel Factory.

What is the most effective way for advertisers to reach their audience while navigating the fragmentation between linear TV and CTV?

Due to the advances in technology over the past decade, the most effective way for advertisers to reach their audience amidst the fragmentation between linear TV and CTV is through a data-driven, cross-platform digital strategy that prioritizes the flexibility of auction-based buying and real-time measurement. The only way to be successful in doing that is by using proprietary data coupled with proprietary technology, or you’ll be limited to using the same third-party data sets that sit in every DSP across the Open Web.

How can advertisers leverage shifting audience expectations and platform capabilities?

The only constant in ad tech is change. We’ve seen that dramatic shift with the rapid changes in generational content consumption, specifically across TikTok, Instagram Reels, and YouTube Shorts, which are now significant portions of most media buys. That said, there are several great ad tech companies in the market, and from what I’ve seen in my 25+ years in the space, brands and agencies will only succeed if they work with companies that continue to evolve.

How should  advertisers rethink their media strategies across YouTube, TikTok, and CTV?

This is especially relevant given today’s macroeconomic climate within the U.S. media landscape. We’re seeing a growing convergence of upper-funnel brand awareness and lower-funnel performance marketing to enable more efficient media buying across walled gardens and the open web. As part of the ad tech community, we leverage advanced AI-driven algorithms to plan, activate, and optimize media spending across platforms, ultimately helping brands achieve measurable ROI.