Redefining CTV Strategy

CTV isn’t just eating into traditional TV’s market share, it’s redefining what “TV advertising” actually means.

Today’s best-performing CTV strategies aren’t just about reach, they’re about relevance, real-time decisioning, and ROI-driven execution.But to get there, you need more than just access. You need smart data, smart supply, and smarter buying strategies.

At Mavern Media, we’re building a better CTV playbook. Here’s how.

Targeting with Intent: Data Is Your Differentiator

You can’t win in CTV with generic audience segments anymore. Precision targeting now requires layered data intelligence, including:

• First-party data enrichment – Combine brand CRM data with contextual cues from SignalTap to target based on behavioral relevance.

• Retail media network integration – Leverage purchase history and shopper intent to reach high-propensity households with a demonstrated likelihood to convert.

• Contextual intelligence at scale – SignalTap’s real-time crawler identifies optimal placements based on the content itself—across thousands of apps and streams.

  
  

The result? Ads hit the right audience, at the right time, in the right environment.

Measuring What Matters: Close the Loop on Performance

CTV has officially moved beyond the awareness bucket. Advertisers now expect attribution, and platforms like The Trade Desk are helping deliver it.

• Cross-device conversion tracking using The Trade Desk’s Unified ID 2.0 and device graph.

• Multi-touch attribution models that connect upper-funnel CTV exposure with downstream actions—across desktop, mobile, and even in-store.

• SignalTap-powered normalization of performance data across DSPs, SSPs, and third-party tools.

  
  

We ingest and harmonize that data into a performance engine, then dynamically adjust dayparting, bundle mix, and bid strategy to maximize results in real time.

Context Is King: Smarter Buying Through Environmental Intelligence

Not all CTV inventory is created equal. Just because something says “live sports” in the bid request doesn’t mean it’s actually live, or even sports.

Here’s how Mavern and SignalTap keep you ahead:

• Parse bid requests to verify stream types ensuring you're buying true live events, not time-shifted content.

• Leverage ACR (Automatic Content Recognition) data from OEMs to understand exactly what content is playing in real time.

• Genre-level targeting powered by contextual classification across verticals like:

  • Live Sports

  • Breaking News

  • DIY/Home & Garden

  • Food/Cooking

  • True Crime/Documentary

  • Family/Kids

    
    

Pair that with custom PMPs built around viewer engagement metrics, and you get real audience alignment, not just assumed relevance.

Supply That Performs: Clean, Direct, and Robust

The most overlooked lever in CTV? How you source your inventory.

At Mavern, we don’t rely on one or two pipes. We build robust supply connections across top-tier SSPs, including Magnite, Freewheel, Google AdX, and others to:

• Reduce resold inventory and ad fraud

• Secure direct publisher paths

• Maintain competitive CPMs with high signal integrity

• Surface premium ad-supported tiers on Netflix, Hulu, Max, etc.

  
  

We layer SPO intelligence through Pathways, our proprietary supply path tool within SignalTap, to prioritize clean, cost-effective routes that still maintain contextual and performance integrity.

Bringing It All Together: A Smarter CTV Stack

Here’s what sets Mavern Media apart in today’s fragmented CTV landscape:

Component	Mavern + SignalTap Advantage
Audience Targeting	1P + retail data + contextual AI
Performance Measurement	Trade Desk device graph + cross-channel attribution
Optimization Engine	DSP/SSP/3P data ingestion + ongoing optimization
Contextual Relevance	ACR verification + genre targeting + live stream parsing
Supply Strategy	Multi-SSP connections + SPO via Pathways

CTV isn’t new. But executing it well? That’s still rare.

Advertisers who embrace context-first buying, performance-backed optimization, and supply accountability will gain a serious edge especially as the space grows more competitive.

Ready to audit your current CTV setup?

We’ll help benchmark what’s working, identify what’s not, and recommend actionable ways to drive results with precision.

Let’s talk.