What's Happening?
Viant, a demand-side platform, has partnered with Ad Fontes Media to launch a new feature that allows advertisers to target connected TV (CTV) news inventory based on content-level reliability and political bias scores. This integration, now live on the
Viant platform, is the first of its kind for CTV. The product applies Ad Fontes Media's reliability-and-bias framework to individual news shows, enabling advertisers to select programming that meets their quality standards. This approach moves beyond traditional app-level or domain-level targeting, offering a more nuanced method for advertisers to align their campaigns with specific content attributes.
Why It's Important?
This development represents a significant advancement in how advertisers can approach media buying on CTV platforms. By allowing advertisers to target content based on reliability and bias, Viant and Ad Fontes Media are providing a tool that could enhance the precision and effectiveness of advertising campaigns. This capability is particularly relevant in today's media landscape, where concerns about misinformation and media bias are prevalent. Advertisers can now make more informed decisions about where to place their ads, potentially improving brand safety and aligning with consumer values. This innovation could set a new standard for targeting in the CTV advertising space.
