Navigating the challenges of measuring CTV users: How Tappx simplifies the journey

The CTV Measurement Puzzle

As Connected TV (CTV) continues to dominate the living rooms, publishers are unlocking new opportunities to monetize their inventory on the big screen. But alongside this growth lies a critical challenge: measuring and understanding CTV audiences. Unlike traditional digital platforms, CTV lacks a universal identifier like cookies, leaving publishers to navigate a fragmented ecosystem of apps, devices, and platforms.

From walled gardens to inconsistent data-sharing practices, publishers face an uphill battle in understanding user behavior and optimizing performance. These limitations don’t just impact measurement; they also hinder the ability to fully capitalize on the value of their inventory.

Bundles vs. Channels: Understanding the basics

In the CTV landscape, “bundles” refer to application identifiers—unique IDs assigned to apps within the ecosystem. In contrast, “channels” represent the specific content streams or broadcasting outlets available within those apps. Understanding this differentiation is crucial for publishers to accurately package and optimize their inventory for advertisers. Tailoring strategies to account for the nuances of bundles and channels ensures inventory is presented effectively to demand partners.

How Tappx simplifies the CTV journey

At Tappx, we recognize the complexity of this landscape and offer tailored solutions to help publishers simplify CTV measurement and maximize their inventory’s potential. Here’s how we make it possible:

1. Advanced Analytics Tools: We provide actionable insights by leveraging robust analytics tools that monitor user engagement and campaign performance in real time. As tech developers, we build and refine these tools to deliver cutting-edge solutions tailored to the evolving needs of our partners, ensuring publishers have full visibility into the performance of their inventory.
2. Customizable solutions: No two publishers are the same, so we assign a dedicated account manager for each demand partner and publisher, ensuring tailored solutions and proactive support every step of the way.
3. Proven expertise: With a track record of scaling streaming services and optimizing inventory for top-tier publishers, Tappx combines technical expertise with industry knowledge to drive measurable outcomes. Over the past five years, we’ve been deeply exploring, testing, and learning about CTV inventory, leveraging our extensive experience in in-app and web advertising to develop robust solutions tailored to this growing medium.

The Tappx Advantage

Navigating the complexities of CTV doesn’t have to be daunting. Tappx simplifies the process, ensuring that publishers can monetize, optimize, and grow their inventory with confidence. By embracing innovation and focusing on transparency, we empower publishers to fully harness the potential of CTV advertising. Currently, we are proud to work with major partners such as Xiaomi, TCL, Plex, among others, showcasing our ability to support top-tier publishers in achieving their goals.

Ready to transform your CTV inventory? Let Tappx guide you through the maze and unlock new opportunities for growth.