Recent updates from Google have reignited industry conversation around Connected TV (CTV) targeting, and the need to balance precision and effectiveness with responsibility.

Connected TV advertising has evolved from an emerging channel to a cornerstone of the modern media mix, merging television’s immersive impact with digital’s data-driven prowess.

Recently Google announced DV360 updates incorporating IP-based identification, for enhanced targeting and measurement. This update reflects a shift in the marketplace, recognizing the significant value for advertisers in household-level targeting, but has also sparked discussion about how to enhance targeting thoughtfully and responsibly to ensure compliance. 

A Multi-Layered Approach to CTV Targeting

At Consumable, our CTV solution achieves exceptional precision and delivers measurable value by layering behavioral audience insights with the power of our proprietary Consumable ID graph and our exclusive Visual Audio technology. It’s this combination of our technology and unique ad formats that makes it distinct.

Let’s break down the data layers that power our targeting:

  • IP-Based Household Identification: We identify and reach specific households via residential IP addresses, enabling precise delivery that minimizes waste and maximizes relevance.
  • Probabilistic Identity Resolution: Using advanced data science and probabilistic identity graphs, we analyze household and device data signals, to build connections between TV viewing behaviors and cross-device activity. This creates a rich understanding of audience patterns and helps us deliver more relevant ads while upholding privacy compliance. 
  • Strategic Data Activation – We’ve built data partnerships that provide access to valuable audience insights. Coupled with first-party data, and our Consumable ID graph, advertisers can connect with audiences across premium CTV inventory and mobile environments, creating a consistent brand experience.
  • Contextual & Behavioral Intelligence: Our system analyzes content signals, viewing patterns, and engagement behaviors to align messaging with the most receptive viewing moments. This ensures ads are delivered to the right household, in the most relevant and impactful contexts.

Interactive CTV That Drives Measurable Performance

The effectiveness of our CTV solution lies in the integration of our precise data-driven targeting layers and our innovative ad formats that create meaningful interactions.

Our Visual Audio technology automatically generates interactive QR codes for CTV ads, allowing viewers to instantly connect and take action. This feature drives direct engagement and provides valuable attribution data that enriches traditional CTV metrics.

For brands focused on performance, we offer optional conversion pixels to track actions driven by CTV exposure. Our measurement capabilities deliver:

  • Direct Response Tracking: Monitor immediate actions taken by viewers interacting with QR codes and completing on-site conversions.
  • Engagement Insights: Understand which creative elements and placements drive the most interaction.
  • Attribution Data: Connect CTV ad exposure to online and offline outcomes for a holistic view of campaign impact.

Campaigns implementing our conversion pixel have seen an average 2x Return on Ad Spend (ROAS), demonstrating the power of combining targeted reach with measurable action.

Creating Surround-Sound Impact 

The true strength of CTV emerges when it works in harmony with your broader media strategy. Although CTV campaigns can be focused on just this channel, a multi-channel approach creates an experience that surrounds your audience with consistent messaging. 

  • Cross-Platform Consistency: Extend your audio campaigns to CTV or complement CTV-focused campaigns with audio touchpoints.
  • Amplified Reach: Significantly increase exposure to the same target audience across screens.
  • Seamless Interaction: Our automatically-generated QR codes facilitate direct engagement regardless of the viewing device.

Why This Matters for Brands Now

As the industry continues to refine CTV targeting practices, brands have an opportunity to implement approaches that deliver both performance and compliance:

  • Minimize Wasted Impressions: Reach the households that matter most to your brand.
  • Drive Better ROAS: Precise targeting combined with interactive elements reduces ad waste while maximizing engagement.
  • Create Cross-Device Cohesion: Ensure consistency across CTV, mobile, and desktop, reinforcing brand messaging across screens.
  • Future-Proof Your Approach: Work with partners who understand both the power and responsibility of advanced targeting as the landscape continues to evolve.

The Future of CTV is Measurable, Highly Targeted, and Responsible. 

CTV advertising continues to mature, and more players in the industry are moving toward these sophisticated approaches that balance precision targeting with responsible data practices. Google’s recent updates reflect this broader evolution.

As conversations around IP-based targeting and household-level precision continue to develop, brands benefit from working with partners who understand CTV’s full potential and respect its responsibilities. Our solution that combines advanced targeting, comprehensive measurement, and innovative cross-device solutions demonstrates how powerful CTV capabilities and ethical data practices can naturally complement each other.

As the CTV landscape continues to evolve, Consumable remains committed to innovation that empowers brands. Ready to do more in CTV for your campaigns or generate new revenue opportunities? We’d love to hear from you.