Netflix, The Trade Desk: Colgate Programmatic CTV Case Study
Former Programmatic Media Director at Colgate-Palmolive
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Netflix, The Trade Desk: Colgate Programmatic CTV Case Study(February 12, 2025)
Former Programmatic Media Director at Colgate-Palmolive
Interview Transcript
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Do you know roughly, because my understanding is CTV usually has a premium over linear due to targeting? How efficient was the same inventory slot in CTV to guarantee that CPM premium? What were the efficiencies in CTV targeting compared to linear?
In many cases, the linear buy was actually more efficient because the cost per point was lower due to the lower CPM. The trade-off is that you get better targeting with CTV. To simplify, from a broad reach standpoint, if you want to reach every adult in the United States, linear still provides the highest reach. CTV offers reach and targeting but at a higher cost.
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Do you know roughly, because my understanding is CTV usually has a premium over linear due to targeting? How efficient was the same inventory slot in CTV to guarantee that CPM premium? What were the efficiencies in CTV targeting compared to linear?
If my goal is to drive awareness and engage specific cohorts, CTV justifies its higher cost. They are not directly comparable because they serve different purposes. For example, if I were trying to reach adults 18 and over using TV or CTV, CTV would be 30% less cost-effective. However, if I'm targeting women aged 25 to 54, CTV aligns more closely with linear because the programming needed in linear would cost more and reduce reach. In this case, CTV could be more efficient.
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And why would you use The Trade Desk for non-Amazon, non-Google versus other DSPs? Is there a significant benefit in consolidating your spending with them?
There are pros and cons with Google. If you use DV360, you're able to manage frequency better across your YouTube buys and your off-YouTube buys, such as owned and operated inventory and video inventory in the exchanges. You can consolidate those, which is a strong reason why running through DV360 is like a one-stop shop. Many brands either go all-in with Google or all-in with The Trade Desk and buy their YouTube content a la carte.
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