ExchangeWire & OpenX：2023-2024年欧洲联网电视、目标受众定位与可持续发展报告（英文版）（42页）.pdf

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1、CTV,Targeting,and Sustainability 20232024Mat Broughton Research Lead,ExchangeWirePublished February 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and

2、retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L| In association with Published February 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,rec

3、ording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association with:ContentsExecutive Summary 3Key Findings 4Part I.CTV 4J Proportion of campaigns running on CTV 6J Types of TV inventory currently advertised agai

4、nst,or forecast to advertise against 7J Source of CTV inventory 8J Method of CTV buying 9J Barriers against buying biddable CTV 11J Benefits of CTV advertising 13J Barriers against CTV advertising 15J Confidence in CTV factors 17Part II.Targeting&Identifiers 19J Proportion of advertising inventory c

5、urrently reliant on third-party cookies 20J Use of industry identifiers 23J Confidence in targeting options 25J Leading barriers preventing experimentation with next-generation targeting and measurement strategies 28Part III.Sustainability 29J Importance of sustainability metrics 30J Measurement of

6、carbon emissions 32J Requirement for advertising partners to report carbon emissions 34J Budget allocation to carbon-neutral advertising partners in next 1224 months 35Part IV.Curation 38J Advertising budget directed via curation platforms 39J Leading priorities for curated media buys 41Acknowledgme