Bridging TV and Mobile: Real-Time Attribution for CTV
CTV advertising vendor Vidzone, thanks to its integration with myGaru, was able to link TV exposures with users’ exposures and actions on mobile devices, which increased the value of CTV impressions and opened access to performance ad budgets.
Name:
Vidzone (CTV AdTech, Ukraine)
Founded:
2016
Industry:
AdTech (CTV / OTT)
CTV market share in Ukraine:
~36%
Ukrainian TV channels reach (in Ukraine):
~95%
Challenge
Vidzone, being the leading CTV advertising vendor in Ukraine, amid war-related declines in advertising revenues, was searching for ways to increase the yield of CTV ad impressions. To this end, Vidzone sought to enable performance measurement of advertising campaigns and to link CTV impressions to CPA chains that maintain steady demand from advertisers. However, QR code activations in CTV produced low engagement, and IP-based matching proved unreliable because a single IP address is often shared by multiple households.
Solution
Vidzone carried out an integration with myGaru ID, which on the other side is integrated with Ukrtelecom, the leading fixed-line operator in Ukraine. The technology enables identification of households, as well as subscribers of mobile operators (also integrated with myGaru) who use Ukrtelecom Wi-Fi networks.
Consequently, Vidzone’s TV exposures to Ukrtelecom households were stitched to mobile ad exposures across traditional digital channels and orchestrated into true omnichannel journeys together with push notifications, in-app and display ads. The same integration tied Vidzone’s CTV impressions to downstream user actions on participating advertisers’ digital properties (with myGaru ID enabled) and to sales from retailers linked to myGaru’s Data Clean Room, where retailers granted the advertiser access to specified datasets and product-sales data.
“Our joint tests with myGaru and Ukrtelecom delivered a breakthrough for CTV advertisng, removing its long-standing isolation from other digital channels and opening access to performance budgets that demand real-time attribution and measurement.”
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