Connected TV: How to find a CTV partner that reaches real people, not just screens

Connected TV (CTV) isn't a new or shiny channel anymore. It has solidified itself as a key player in the digital marketing mix—but the proliferation of streaming platforms and the rise of subscription hopping have left many marketers asking the same questions: Am I truly reaching my target audience? How do I know I'm not hitting them with the same message repeatedly? Am I really making the most out of my CTV buys?

Choosing the right CTV advertising partner is critical. The right solution reaches real people efficiently at the right frequency, expands reach using proprietary first- and third-party data, treats CTV as part of a larger channel mix and measures what's actually working, so you can make smarter future spending decisions.

This buyer’s guide is meant to help with this evaluation process. Don’t know where to start? Want to validate you’re looking for the right things? We’ve got you. Flip through the guide to learn:

• Key capabilities to look for in a partner
• Value-drivers that set great CTV solutions apart
• Key questions to ask in your RFPs
• And more

5 essential capabilities to evaluate in any CTV partner

Here’s a quick look at the key capabilities you should be looking for in your next connected TV partner.

Identity resolution

The TV screen is often shared across a household, so device-level signals alone aren't enough. Look for identity rooted in physical addresses, not just IP addresses or emails, to accurately reach real individuals.

Audience targeting and inventory

Audience-based buying means campaigns are built around real consumer signals—demographics, interests, purchase behaviors—not just which publisher happens to have inventory.

Reach and frequency management

Finding the right viewers is only half the equation. Controlling how often they see your ads (across devices and channels) prevents oversaturation and wasted spend.

Creative solutions

Running a high-quality video ad isn't enough to stand out. True personalization at scale means messaging that adapts to the individual without hours of manual asset creation.

Measurement and insights

Surface-level metrics like impressions and clicks don't tell the full story. Look for people-based measurement that ties CTV investment to real outcomes—web actions, site visits, and online and offline sales.

Download the full buyer's guide for a complete breakdown of essential capabilities, value drivers, the industry report card and the full RFP question list.