Captify and Magnite Collaboration Brings On-site Search Data to CTV Planning

Captify and Magnite Partner to Enhance Programmatic Advertising for CTV

Captify and Magnite have joined forces to empower advertisers with the ability to leverage data from the search bar on publishers' websites. This collaboration aims to enhance programmatic advertising decisions specifically for connected TV (CTV) ad inventory.

Captify’s Search Intelligence tools analyze and categorize search terms from millions of publisher websites into profiles, interests, and moments. This information is then transformed into audiences that can be used on Magnite’s CTV inventory.

By merging real-time intent driven by search behavior with CTV content, advertisers can effectively target audiences looking for specific brands, products, or services at the perfect moments.

Article Insight:

Captify and Magnite’s news is timely as advertisers look for new ways to connect with potential customers following Google's decision to phase out third-party cookies. Search, the main focus of the partnership, is a valuable tool for advertisers as it allows them to engage with consumers at every stage of the buying process. Today, consumers utilize search for various purposes, including research, evaluation, and making purchases.

In an example shared by Captify and Magnite, a consumer could search for honeymoon destinations on cosmopolitan.com, compare iPhone vs. Galaxy cameras on techradar.com, and then check flight prices from New York to Maldives on booking.com. Captify can gather these searches, analyze the connections between them and with searches from other users, and build audience profiles based on this data. This could result in consumer segments like "engagement," "techies," and "travel." Media buyers could then use this information to target these audience groups on Magnite's programmatic CTV inventory.

Captify and Magnite pointed out that Captify's data stands out for being real-time, unprompted, specific, granular, and comprehensive, pulling from various sources.

The timing of the partnership aligns with a projected successful year for CTV advertising, the fastest growing major ad channel according to eMarketer.

Andrew Bez, agency lead at Magnite, highlighted the significance of Captify’s Search Intelligence platform in enhancing and optimizing advertisers’ programmatic advertising campaigns. This development is particularly important in the CTV space, where audience-targeting has become increasingly intricate, prompting media owners to embrace new capabilities.

Audience targeting and accountability are currently major talking points in the broadcast media industry. NBCUniversal recently revealed its strategies to align television with its digitally powered advertising channels at the One24 technology and developer conference.

During a press briefing prior to One24, John Lee, the chief data officer for advertising and partnerships at NBCUniversal, emphasized the desire for TV to mirror digital behavior. Lee stated, "We want the behavior with TV to look more like digital. We want to look more like performance media." He highlighted the importance of optimizing campaigns in real-time, similar to paid search, paid social, or programmatic campaigns. This approach allows for continuous adjustments while the campaign is ongoing, a significant departure from the traditional "set-it-and-forget-it" mentality usually associated with TV advertising.

Editor's P/S:

The partnership between Captify and Magnite represents a significant advancement in programmatic advertising for CTV. By leveraging data from the search bar on publishers' websites, advertisers can now target audiences with precision and relevance. This is particularly valuable in the CTV space, where audience targeting has become increasingly complex.

The timing of this partnership is also notable, as it aligns with the projected growth of CTV advertising. According to eMarketer, CTV is the fastest growing major ad channel, and this trend is expected to continue in the coming years. This makes it an ideal time for advertisers to invest in new and innovative ways to reach their target audiences on CTV.

Overall, the partnership between Captify and Magnite is a positive development for the advertising industry. It provides advertisers with new and powerful tools to target their audiences effectively and efficiently. This is particularly important in the CTV space, where audience targeting is becoming increasingly complex.