VideoWeek

APRIL 2, 2025

Data clean rooms are playing a growing role in CTV, both in direct data collaboration between advertisers and CTV providers, and in retail media activations. In this interview, Henthorn outlines how clean rooms are helping bring retail data into CTV campaigns, and the role of agencies in these activations.

Agency 52

Agency Retail Direct Data Media 52

PubMatic

MAY 27, 2025

Direct Access to CTV For marketers seeking efficiency, PubMatics Activate solution enables direct, data-driven campaign activation across premium CTV inventory. Publishers passing IRIS_IDs in bid requests have seen eCPM lifts by 20-25%, driven by increased advertiser demand for high-performing impressions.

Audience 59

Audience Direct Data Impressions Advertising 59

PubMatic

SEPTEMBER 26, 2023

Meanwhile, the major holding companies that are in the process of creating their own addressable audience solutions would do well to work with companies that have access to direct data and signals at scale and across devices, as well as the means to deliver on them in a privacy-compliant way in order to fuel enhanced targeting for marketers.

Audience 111

Audience Direct Data Cookies Advertising 111

Media Math

MAY 23, 2022

Through bi-directional data-sharing between buy and sell side, in addition to sharing the goals each has for a given campaign. Compatible with the wider ad tech ecosystem (SSPs, DMPs, brand safety partners). Seamless data integrations. Good quality advertising helps monetize good quality content and vice versa.

Marketing 52

Marketing Viewability Impressions Direct Data 52

Martech

FEBRUARY 25, 2022

This includes email, SMS, push notifications, landing pages, web push and personalization, social media, ad tech, direct mail, and emerging channels like voice, IoT and digital signage. Real-time data capture and bi-directional data integration sync with CRM. ActiveCampaign.

Marketing 122

Marketing Manufacturing Communications Healthcare 122