In this edition of Talks with Teads, Alan Wolk, Co-founder and Chief Strategy Officer of TVREV, joins Natalie Bastian, Teads Global CMO, at CES 2025 to discuss the transformative potential of contextual targeting in Connected TV (CTV), the role of AI in personalizing the consumer experience, and the industry’s drive toward better media interconnectivity. Alan shares his thoughts on the evolving TV ecosystem, why context matters for both advertisers and consumers, and how collaboration within the industry can overcome the challenges posed by fragmentation.
Key Insights:
Contextual Targeting: A Game Changer for CTV
Alan highlighted how contextual targeting is transforming CTV by addressing challenges related to privacy, measurement, and reach. By targeting based on content context—like tone, type, or emotion—brands can reach broader, more relevant audiences in a way that feels integrated and less intrusive.
AI and Personalization: Tailoring the Viewing Experience
Alan also discussed AI’s role in personalizing the consumer experience. AI tailors everything from ad placement to home screen curation, enhancing engagement by offering a more customized and relevant viewing experience.
Collaboration and Standardization in CTV
The fragmentation of the CTV ecosystem was another challenge mentioned. Alan stressed that more cooperation between media companies and advertisers is needed to standardize practices, simplifying ad buying and serving across platforms.
The Future of Media Consolidation
Looking forward, Alan expressed hope that the consolidation of media companies and content will streamline the consumer experience and foster industry collaboration. This would make it easier for advertisers to connect with audiences as more consumers shift to streaming platforms.
For more insights into the intersection of advertising, technology, and innovation, explore our Talks With Teads” series.