The rise of connected TV (CTV) has transformed the television advertising industry. According to a report by eMarketer, there are 213.7 million CTV users in the US alone, which will represent 67.9% of the US population. With millions of households cutting the cord and shifting to streaming services, advertisers have recognized the potential of reaching their target audience through CTV platforms. However, the CTV buying process can be challenging for many advertisers due to its fragmented nature, diverse ecosystem, and lack of standardization. In this article, we will explore some strategies to make the CTV buying process easier and why it’s beneficial to lean on an agency to handle planning and buying. 

“There are 213.7 million CTV users in the US alone, which will represent 67.9% of the US population.”


CTV has an intricate ecosystem with various players, making it challenging to measure metrics consistently. Standardizing metrics will help advertisers compare data from different providers and make informed decisions. Advertisers can work with their partners and industry bodies to develop a common framework for CTV measurement.

With various platforms, interfaces, and devices to manage, CTV buying can be a daunting task. It’s essential to choose a single platform that can manage all aspects of a campaign, from planning to execution. A unified platform can provide you with a consolidated view of campaigns, reduce manual processes, and increase efficiency.

We know there are a ton of different platforms to choose from and they all offer granular targeting options, but it’s crucial to define a target audience prior to making platform decisions.  Advertisers can use first and third-party data to create detailed audience segments, helping to optimize campaigns and increase effectiveness. It’s also very important to choose from a self-serve platform or a managed service.  While self-serve is a bit more cost-effective and flexible your brand may not have the bandwidth or knowledge to manage a campaign. Working with a trusted agency partner can be a little more expensive but helps you navigate the complexities of the CTV ecosystem, offer valuable insights, provide support and help optimize campaigns in real-time.  

Partnering with Rareview for your complex CTV plans and buys can provide you with the expertise and support needed to succeed.  Here are ways that we can help:


We have access to advanced targeting capabilities that help advertisers to reach their ideal audience. By using first-party and third-party data, we can help create detailed audience segments, target them effectively, and optimize to achieve better results.


We have established relationships with CTV publishers, making it easier to negotiate the best premium ad placement rates, while leading to more effective campaigns and a higher return on investment (ROI).


Our experience with creative optimization is next to none, which is critical for CTV advertising success. By optimizing the creative length and format, for instance, ensures that the message resonates with the target audience, leading to better engagement and conversions.

Data Support

Rareview’s extensive data analytics expertise will help measure the effectiveness of CTV campaigns and set up tracking and measurement frameworks, analyze data and provide actionable insights.


As CTV advertising continues to grow, it’s becoming increasingly challenging for advertisers to manage campaigns at scale. We have the necessary resources in place to manage large-scale campaigns effectively, saving you time, money, and resources while still driving results.

In conclusion, connected TV advertising presents a significant opportunity for brands to reach their target audience effectively. The process can be complicated and overwhelming, but by partnering with a trusted agency like Rareview, you can simplify the CTV buying process, optimize your campaigns, and achieve your desired results. Our expertise in advanced targeting capabilities, established relationships with publishers, creative optimization, data analytics, and campaign management can help you navigate the complexities of the CTV ecosystem while delivering the best ROI. Let us help you leverage the power of CTV and connect with your ideal audience.


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