Addressable TV - Castoola

How Advanced TV Targeting Drives Revenue Growth

Advanced TV targeting is reshaping the future of TV advertising. While traditional broadcasting remains powerful for mass reach, advanced TV targeting through addressable TV introduces 1st party data-driven precision that allows broadcasters, operators, and OTT platforms deliver more relevant and personalized ads. This evolution goes beyond improving ad effectiveness, it creates new ways to monetize […]

Rethinking Cookies: Are They Still the Backbone of Advertising?

First-party data is rapidly emerging as the foundation of modern digital advertising, especially as the industry questions the future of third-party cookies. Google’s initial announcement to eliminate third-party cookies from Chrome triggered widespread concern among advertisers who relied on them for cross-site tracking and personalization. But with Google reversing that decision—at least for now—the advertising […]

IBC 2024 Key Takeaways

What New Innovations Are Emerging, and Which Ones Are Here to Stay for the Long Haul? IBC 2024 has wrapped up, showcasing some exciting developments in media technology. As the industry evolves, broadcasters and operators are increasingly adopting new technologies to enhance ad monetization and improve viewer experiences. Here are the three key trends from […]

Think about Your Long-term Strategy, Do Not Wait, Act

Think about your long-term strategy, do not wait, act The longer-term effects of the consumer behavior caused by the virus and #stayathome are what you might have a little more time to plan for. As many advertisers are pulling out, this will mean an increase in supply and a softer market for them to negotiate […]