StackAdapt, the multi-channel programmatic advertising platform, announced new advancements in its connected TV (CTV) capabilities, strengthening its CTV offering to provide greater transparency, measurement accuracy, and premium inventory access. These updates empower advertisers to more effectively forecast for planning and budgeting, enhance targeting precision across premium CTV inventory, and leverage robust measurement tools to assess impact and optimise campaign performance.

StackAdapt is introducing CTV Properties, a new framework that provides clearer insights into where ads run by simplifying how CTV supply is categorised. Transparency in CTV reporting remains a major challenge in the industry, leaving advertisers uncertain about placements and inventory quality. StackAdapt analysed CTV supply across networks, apps, FAST, AVoD, BVoD, streaming platforms, OEMs, and publishers to create a more granular and intuitive classification system. This enables advertisers to easily recognise, target, and measure inventory, reducing complexity and bringing greater clarity to the programmatic CTV landscape.

To further improve campaign execution, StackAdapt offers creative transcoding, an automated solution that removes formatting challenges for CTV ads. Many publishers require multiple variations of a single creative, resulting in operational barriers for advertisers. StackAdapt’s transcoding solution simplifies this process at no cost, ensuring seamless activation across premium inventory and reducing friction in campaign execution. Combined with the intuitive, easy-to-use UI, the StackAdapt platform streamlines campaign execution, empowering advertisers to launch high-quality CTV campaigns with precision and ease.

“As advertisers continue shifting budgets into CTV, the need for transparency and precise measurement has never been greater,” said Greg Joseph, VP of Inventory Development at StackAdapt. “Introducing new capabilities like CTV Properties and creative transcoding, we are equipping advertisers with the tools they need to confidently scale their CTV investments globally.”

As CTV rapidly expands, nearly $90 billion in ad revenue is expected from CTV and linear TV by 2028—with CTV approaching half of the total market. These enhancements give advertisers a clearer view of how CTV complements linear, helping them make more informed decisions as streaming services increasingly embrace programmatic sales to grow their market share.

“Understanding the true impact of CTV and how it complements other channels has been a challenge,” said Roger Gibson, Executive Media Director at ThomasArts. “With StackAdapt’s enhanced measurement and transparency, we’re able to better assess our reach and optimise our media investments more effectively.”

In addition to these enhancements, StackAdapt has upgraded its user experience and reporting tools, making it easier for advertisers to analyze performance, optimise campaigns, and gain deeper insights into CTV effectiveness. This update directly responds to industry concerns around reporting transparency and measurement limitations, reinforcing StackAdapt’s position as a competitive force in CTV advertising.

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Categories: Press Releases

Tags: CTV, stackadapt