Unlocking Show-Level Data in CTV Advertising

For years, advertisers have pushed for greater transparency in connected TV (CTV), seeking the same show-level visibility they’ve long relied on in linear TV. While major streaming publishers continue to restrict access to this data, Rain the Growth Agency has found new ways to bridge the gap—leveraging virtual multichannel video programming distributors (vMVPDs) and custom algorithms to enhance targeting precision.

The Show-Level Data Challenge

Unlike linear TV, where advertisers receive reports detailing which programs drive the strongest performance, most CTV platforms limit targeting to the publisher or genre level, providing little insight into specific show placements. Publishers often cite Video Privacy Protection Act regulations and revenue protection as reasons for withholding this data, fearing advertisers will over-invest in select inventory while neglecting other content. However, show-level transparency is essential for performance-driven campaigns, enabling advertisers to allocate budgets more effectively and optimize placements based on proven success. Without it, CTV campaigns rely on broader, less precise targeting methods that limit efficiency.

Finding a Workaround: Leveraging vMVPDs and Custom Algorithms

To counter these limitations, we developed a strategic approach to CTV targeting, aligning with insights from Pontiac Intelligence, a demand side platform (DSP) partner that provides show-level targeting.

A recent Pontiac analysis revealed that show-level targeting was the second most influential factor in conversion performance—second only to ZIP code. This analysis was based on Spectrum private marketplace (PMP) performance data.

vMVPDs, such as Spectrum, are uniquely positioned to provide show-level transparency because they distribute content from multiple networks rather than owning it outright. This makes them less restrictive in passing bidstream signals, enabling advertisers to bid deterministically against specific shows.

By integrating Nielsen’s Gracenote metadata, we can probabilistically match bid request signals (e.g., channel, time of day, ZIP code) to actual program schedules, achieving ~95% accuracy in identifying show placements.

Applying Linear Learnings to CTV Campaigns

Recognizing the value of show-level targeting, Rain the Growth Agency developed a CTV campaign targeting a client’s top-performing linear TV shows. The goal was to extend proven linear successes into digital environments, improving campaign efficiency and audience relevance.

Key Results:

• While impression volume remained low due to targeting constraints, performance was highly efficient, reinforcing the value of show-level alignment.
• CPMs were slightly higher, but the improved engagement and conversion rates offset the costs, making this a viable long-term strategy.
• This campaign demonstrated that aligning CTV with linear TV insights can drive more effective media investments.

What’s Next? The Push for Greater Transparency

As advertisers continue to demand more visibility into CTV ad placements, industry-wide shifts will be necessary to level the playing field between digital and linear buying.

• More vMVPDs and DSPs should begin offering series-level reporting, allowing for greater scalability in these strategies.
• Publishers will need to adapt to advertiser demands for transparency, particularly as privacy-compliant solutions (such as encrypted clean rooms) gain traction.
• Advertisers must remain proactive, pushing for greater visibility while adopting creative workarounds to maximize targeting precision.

At Rain the Growth Agency, we remain committed to advancing CTV transparency and performance-driven advertising. By combining linear TV insights, vMVPD capabilities, and innovative data strategies, we’re helping brands optimize their media investments and maximize ROI in an evolving video landscape.

This article is featured in Media Impact Report No. 63. View the full report here.