CTV Advertising. Can TTD Lead the Way with Neuromarketing?

Seminar paper from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, Hult International Business School, language: English, abstract: The Trade Desk (hereinafter TTD) is a global technology firm with a focus on real-time programmatic marketing automation solutions, goods, and services, TTD identifies the main challenge on how TTD should work with significant TV platforms and pro- viders to help drive this culture change among advertisers. A potential for marketers has arisen as a result of the emergence of CTV. More influential platforms, including Netflix, Disney, and HBO Max, have lately committed offering discounted subscriptions in return for a few minutes of ads between series and movies. The promise of highly targeted, data-driven ad impressions for TV, which is frequently the largest campaign component, has replaced the conventional "upfront" approach where marketers commit billions in advance with no clear notion of who will see their ads.

To delve into this problem and narrow it down to finally come up with a more detailed research question, the "peal the onion" approached was used. The funnel process within the framework of this research entails current data and its outlook of the ads market both for traditional as well as CTV ads, a breakdown of both advertisement methods, its bidding/allocation processes, differences as well as its ad- and disadvantages are explored. Furthermore, the significance of data collection opportunity for CTV ads and problems that might arise with it are discussed, addition- ally to opportunities and risks that could emerge with this new shift to CTV ads, before finally ending in the research question "Can TTD revolutionize CTV advertising through neuromarketing and establish itself as the leading software platform for CTV platforms by displaying highly personalized ads to each unique user?" Even though the current CTV advertising already provides promising metrics to measure the success rate of the respective advertisements, ads are only dis- tributed to the according series and movies, rather to the user him-/herself. Thus, if TTD would establish a solution, to be able to show specific ads to specific users the value, both quantitative (ROI) and qualitive (visiting the website, shopping the product) will increase significantly.