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{"id":71305,"date":"2021-01-19T08:38:03","date_gmt":"2021-01-19T13:38:03","guid":{"rendered":"https:\/\/www.beet.tv\/?p=71305"},"modified":"2021-01-19T08:38:37","modified_gmt":"2021-01-19T13:38:37","slug":"no-walled-gardens-in-ctvs-last-mile-liveramps-jay-prasad","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/01\/no-walled-gardens-in-ctvs-last-mile-liveramps-jay-prasad.html","title":{"rendered":"No Walled Gardens In CTV’s Last Mile: LiveRamp’s Jay Prasad"},"content":{"rendered":"Connected TV has come a long way – but it still has a little way to go to fully realize the dreams of efficient, data-driven advertising that reaches individual homes.<\/p>\n
EMarketer forecasts US connected TV ad spending will reach $18.29 billion by 2024, more than double the amount spent in 2020, driven especially by YouTube, Hulu, and Roku.<\/p>\n
![\"US](\"https:\/\/contentstorage-nax1.emarketer.com\/088ddfe15955bc9983b3bd88590cafe9\/259830\")
<\/p>\n
In this video interview with Beet.TV, Jay Prasad, Chief Strategy Officer for TV at LiveRamp<\/a>, explains that, after fast growth, some development is still needed.<\/p>\nTV growth<\/h2>\n
According to eMarketer’s data, US CTV ad spend jumped 27.1% through 2020 – a year when viewing was swelled by staying at home and advertising was boosted by both US elections and a range of new AVOD entrants.<\/p>\n
But Prasad says much of the buying in CTV has been traditional in form.<\/p>\n
“It’s odd that, in the run-up to all of this growth in streaming, a lot of it’s been done with maybe just age and gender (targeting) capabilities.,” he says. “In part, (that is) because of the difficulty in being able to assess how much audience-based inventory exists in the marketplace.<\/p>\n
“(Buyers) want to look at high quality data from reputable data firms, companies like Catalina and Polk and others who have high-quality data that’s been working in digital and then has been working in addressable linear.”<\/p>\n