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  • Writer's pictureChris DeMartine

Connected TV (CTV) and Over-the-Top (OTT) are terms that are often used in the context of streaming video content, and both play significant roles in the realm of programmatic advertising. However, they refer to different aspects of the streaming landscape. Let's break down the differences:


Connected TV (CTV) refers to televisions that are connected to the internet, allowing users to access streaming services and other online content directly on their television sets. CTVs are typically smart TVs, gaming consoles, or streaming devices (like Roku, Apple TV, Amazon Fire Stick, etc.). Users can access streaming services, apps, and online content on their CTVs. B2B programmatic advertising on CTV involves using automated, data-driven technologies to buy and place ads on connected TVs. Ads on CTV are often served during commercial breaks or as interstitials between content.


Over-the-Top (OTT) refers to the delivery of video content over the internet, bypassing traditional cable or satellite television services. OTT content can be accessed on various devices, including smart TVs, computers, smartphones, and tablets. Users can subscribe to streaming services (like Netflix, Hulu, Disney+, etc.) or watch ad-supported content on OTT platforms. B2B programmatic Advertising on OTT involves using automated technologies to buy and place ads on streaming services and platforms that deliver content over the internet. Advertisers can target specific audiences based on demographic or behavioral data.


Key Differences:

  • Device vs. Delivery Method: CTV focuses on the device (connected television), while OTT is more about the method of content delivery over the internet.

  • Scope of Content: CTV is specific to televisions connected to the internet, while OTT encompasses a broader range of devices, including computers and mobile devices.

  • Advertising Opportunities: Programmatic advertising can occur on both CTV and OTT platforms. CTV advertising specifically targets viewers on connected TVs, while OTT advertising encompasses a wider range of devices.

In summary, CTV is a subset of OTT, and both offer opportunities for programmatic advertising, allowing advertisers to reach audiences consuming video content on various devices over the internet.


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  • Writer's pictureChris DeMartine

In-person events are back, and the demand for reaching attendees is higher than ever. With so many expenses factored into the return-on-investment, how can you maximize event pay-off and avoid wasting advertising budget on expensive programs? Here are three proven programmatic B2B audiences that, when COMBINED, can make an extraordinary impact and set your firm apart from competitors without exhausting your budget.


  1. Geofencing of Mobile Devices: create a geo-targeted programmatic B2B campaign that is focused on devices turned on in the area of the event and where attendees may be lodging. This can be easily accomplished by providing the latitude and longitude for the event and hotel locations with a minimal radius for accurate targeting. You can pixel your landing page for engagement and conversions, as well as get detailed reporting from your DSP.

  2. Digital Out of Home (DOoH) Advertising Campaign: create a programmatic DOoH campaign for the event location and the top hotels where attendees are likely to stay. This can also be accomplished by providing the latitude and longitude for the event and hotel locations. This campaign will get your brand and unique value proposition to attendees on digital billboards and screens in those locations. Impression volumes are calculated by third-parties based on location so it's not an exact science, but a highly relevant way to reach attendees at the right place and time.

  3. Audience Targeting of Attendees: this is the most common approach, but requires data acquisition for the potential or actual event attendees. If you have a list of actual attendees, then just onboard that for targeting in a privacy compliant, non-PII manner. If you dont' have the list, then a proababilistic approach will work too. For example, if you can acquire a list of companies attending the event and the theme is marketing, then simply build the ABM audience accordingly. In this case, you'd be able to track impressions, clicks and landing page views at the account, job function and seniority level.

The power of this strategy is the combination of the three audiences and you don't even need to attend the event to take advantage of it (but far better if you do). If one channel doesn't grab their attention, there's a high probability another one will and in the best case you'll be representing your brand across multiple channels where it matters most.


Additional good news is that this approach can be leveraged with a conservative budget. Programmatic advertising minimums are low compared with direct buys and high value sponsorships, and results can be very impressive. Keep in mind that the measurement criteria is different for DOoH, since that channel does not include a mechanism for clicks or landing page views to be pixeled. Nevertheless, the DOoH component is a key differentiator and worthy of including as part of this triple play for maximum targeted reach at any industry event.

For more information contact:


Chris DeMartine

Chief Commercial Officer, Programmatic B2B


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  • Writer's pictureChris DeMartine

Deal-based marketing is a strategic approach that involves creating and nurturing targeted marketing campaigns specifically designed to support and close individual deals within the sales pipeline. This methodology focuses on tailoring marketing efforts to the unique characteristics and needs of specific prospects or accounts rather than applying a more general, broad-reaching marketing strategy. In the context of a sales pipeline, deal-based marketing aligns closely with the various stages of the sales process. Here's how deal-based marketing relates to different stages of the sales pipeline: ---------------------------------------------------------------------------------------------------------------------------------

  1. Prospecting: During the prospecting stage, deal-based marketing involves identifying and targeting potential clients or accounts that fit specific criteria. This may include companies with a particular size, industry, or specific needs that align with the products or services offered by the business.

  2. Lead Generation: In the lead generation stage, deal-based marketing focuses on creating targeted campaigns to attract and capture the interest of key decision-makers within the identified prospect accounts. Content and messaging are customized to address the unique pain points and challenges of these potential customers.

  3. Qualification: Deal-based marketing supports the qualification process by providing relevant and personalized content that helps prospects understand the value proposition and benefits of the products or services. This stage often involves more targeted communication and nurturing efforts to move leads closer to becoming qualified opportunities.

  4. Proposal and Presentation: As prospects move into the proposal and presentation stage, deal-based marketing continues to play a crucial role. Tailored content, case studies, and other materials are provided to reinforce the value proposition and address specific concerns or questions raised during the sales discussions.

  5. Closing: Deal-based marketing efforts intensify as the sales team works towards closing the deal. Customized promotions, discounts, or incentives may be part of the marketing strategy to sweeten the deal and overcome any remaining objections. The marketing team collaborates closely with the sales team to provide the necessary support and materials.

  6. Post-Sale and Retention: Deal-based marketing doesn't end with the sale. Post-sale, it involves efforts to enhance customer satisfaction, gather feedback, and promote upsell or cross-sell opportunities. This contributes to customer retention and long-term relationship building.


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