New Research Underscores Immediate Gains for CTV Publishers Enabling Addressability

As AI creates yet another inflection point for the ecosystem to reckon with data-driven marketing, new research shows that addressability – and the identity infrastructure that powers it – are critical drivers for advertising revenue. Joint research from LiveRamp and MediaRadar found that platforms unlocking addressability grow at double the rate of those without addressability.

The state of the industry

Marketers are currently facing a tough choice. Any marketer without a strong first-party data strategy and the identity infrastructure required to power it face weaker outcomes in today’s market. They also risk falling behind at an exponential speed as AI allows the competition to rapidly scale decisioning and purchases.

Across the industry, many publishers and media owners know that critical to their success is their addressability strategy.  Addressable media enables marketers to leverage their data for activation, optimization, and measurement and drives increased CPMs, performance, and revenue for publishers.

Flipping the switch drives immediate results

The research found that publishers that enabled addressability saw immediate boosts in media spend, with one top platform driving double the revenue growth of platforms without connectivity infrastructure.

Delays carry real costs in near- and long-term revenue, and in the opportunity cost of implementing AI-friendly solutions. The research shows that deploying addressability now, even if there’s still work to do to enable all users, delivers immediate benefits vs. waiting for a perfect solution.

Cutting-edge as a differentiator

Deterministic addressability infrastructure unlocks countless doors for publishers to build new offerings with data collaboration. Whether opening new ways for marketers to transact on addressable inventory, or opening the door to cutting-edge collaboration through clean rooms, media owners have a range of options to choose from and build.

Download the research now.