Connected TV (CTV) is the fastest-growing advertising channel in the United States: According to the Association of National Advertisers, CTV is predicted to grow by 22.4% this year to a market size of $30 billion.

In the past, advertisers have struggled with precise CTV targeting due to data quality issues and signal loss. With better targeting methods and first-party data activation, it’s becoming easier than ever for advertisers to reach target audiences.

CTV Audience Targeting Options

Using Deep Sync’s audiences for your CTV campaigns elevates your ability to target effectively based on the behaviors, needs, and wants of consumers in your target audience. Because these datasets are compiled from known, deterministic offline data—as opposed to anonymous identifiers—they always resolve back to a person or household. This high-quality data makes reaching consumers easier, more effective, and more accurate.

There are two main types of targeted audience segments that advertisers and marketers can use for their CTV campaigns: 

1. Prepackaged Audience Segments: 

These audience segments are carefully compiled by third-party data providers, like Deep Sync, to target consumers by interests or demographics. Since these segments are less expensive than custom segments, they are a great option for budget-conscious or time-sensitive campaigns that need to reach relevant audiences. 

2. Custom Audience Segments: 

Custom audience segments can be designed to reach specific subsets of consumers or to target lookalike audiences with similar qualities to a brand’s current customer base. Custom segments are designed to allow brands to reach their exact ideal customers, so they are more expensive than prepackaged segments. 

For both prepackaged and custom segments, this targeted third-party data makes it easy to reach the audience that is most likely to convert. Using data allows advertisers to apply attributes like household income, age, households with children, interests, location, and more—ensuring ads reach the right audience.

By using high-quality data to reach specific audiences, advertisers and marketers can deliver relevant messaging to their ideal audience while maximizing ROI. And, better data can improve ad buys, reducing wasted spend resulting from serving ads to audiences that aren’t interested.

Reach More Customers with CTV Advertising

For advertisers looking to use their first-party data, audience onboarding has typically yielded less-than-ideal results. However, a new integration between Deep Sync and MNTN, the industry-leading Performance TV advertising platform, intends to improve this process.

This new integration uses our accurate, privacy-safe data to power highly targeted Connected TV advertising campaigns. Here’s how our deterministic identity spine can power targeted CTV campaigns through MNTN.

How does this integration benefit MNTN customers’ CTV advertising campaigns?

MNTN advertisers can leverage Deep Sync’s deterministic identity spine for improved customer onboarding and more effective household-level targeting. 

“Our customers rely on high-quality data that performs, particularly at the household level. This partnership will enhance audience targeting capabilities and ensure that advertisers can maximize conversions and ROI from their CTV campaigns.” — Jeff Teng, VP, Business Development, MNTN

According to MediaPost, “This integration will enable the growing number of CTV advertisers to launch effective campaigns that resonate with their target audiences and reduce inefficient impressions and wasted spend.”

What is a deterministic identity spine?

To understand what a deterministic identity spine is, it’s important to define deterministic data, identity graphs, and identity spines.

What is deterministic data?

Deterministic data is data that is known to be true because it is self-declared, authenticated, or personally identifiable. This type of data is more reliable than probabilistic data, which creates constructs of individuals or households based on patterns, behaviors, characteristics, and attributes that often (but don’t always) pertain to the same entities.

Because deterministic data is based on known sources, it offers a high level of accuracy. Deterministic data guarantees a match to a unique individual, household, or business, making this type of data extremely valuable for CTV targeting.

What is an identity graph?

An identity graph links identifiers—like device IDs, third-party cookies, mobile ad IDs,, social media handles, and more—to a singular person, household, or business. A high-quality identity graph can help identify individual consumers within a company’s database.

The image above represents how an identity graph works, linking identifiers, signals, and attributes to a specific consumer.

What is an identity spine?

An identity spine serves as the backbone for an identity graph. For example, Deep Sync’s 3-dimensional identity graph begins with our highly accurate identity spine, which features data on 260MM+ U.S. consumers. This data includes postal addresses linked to consumer names, providing the deterministic basis for our identity graph.

Why Deep Sync?

Our identity spine is built on a definitive view of the nation’s deterministic truth set of residential and commercial addresses, covering 97% of U.S. consumers. 

It is updated weekly using high-quality offline and online data sources. Our highly accurate data assets span consumers, residents, businesses, students, new movers, new homeowners, and more. 

Through our integration with MNTN, CTV advertisers can use our high-quality data to reach the exact consumers and households they desire. With our industry-leading consumer data, this new integration can help you reach your target audience on streaming services with enhanced performance and greater ROI.

Elevate your CTV targeting, today!

Deep Sync data powers effective and efficient CTV targeting through an accurate and up-to-date view of the American household. We have partnerships with major players in CTV advertising, including Google DV360 and The Trade Desk, and our LiveRamp partnership enables us to activate audiences in CTV platforms such as MNTN and Cadent.

Additionally, the Deep Sync identity spine powers audience onboarding to MNTN. This process improves first-party data targeting by helping advertisers reach more of their current customers. Existing MNTN clients can now access Deep Sync data across MNTN solutions, including its new AI-driven MNTN Matched tool. Learn more at www.mountain.com.