Focused Content Signals Drive 7X Higher CTV Bid Rate: OpenXs Close Beet.TV [Video]

SANTA MONICA, Calif. — Lack of transparency and data standardization are two of the issues plaguing the booming programmatic space, leading to inaccuracies and inconsistencies in how CTV signals are communicated and translated.

To address these challenges, OpenX has taken steps to normalize CTV signals by distilling them down into a standardized, uniform taxonomy that publishers can plug into and buyers can easily activate on.

While there are currently over 4,000 signals in the CTV ecosystem, OpenX has narrowed this down to 117 standardized content signal definitions.

“There needs to be a consistent, identifiable, standardized way of communicating and translating CTV signals across the programmatic space,” said Danner Close, VP, Strategic Relationships, OpenX, in this video interview with Beet.TV contributor Rob Williams.

Close said content object targeted deals seeing a 7x increase in bid rate compared to non-content object targeted deals, and an 11% increase in CPM when genre signals are included in …