CTV shouldn't be a mystery.

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Buyers deserve transparency.

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When someone is trying to sell you CTV, they should be able to Clearly, definitively, and demonstrably walk you through the entireprocess.

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How the campaign is set up.
Who you're targeting.
What you're buying.
What you're paying.
Where your ads are running.
How you're measuring results.

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Nothing should be a mystery.

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I like to call it show and tell.

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If you're going to tell me something, you should be ableto show it to me.

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That means opening the platform and showing me what's actually happening, not getting back to me in two or three hours, or two or three days.

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So, if you're evaluating a CTV partner, here are some questions I think are worth asking:

What does transparency mean?
What exactly will I be able to see?

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What am I actually paying?
Can you show me the CPMs, fees and other campaign costs?

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Is my campaign 100% CTV?
Or is Online Video (OLV) included? What percentage of my impressions will run on a television screen?

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Where are my ads running?
Can you show me the publishers, apps and content environments?

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Who are you targeting?
Can you show me the audience segments and targeting criteria being used?

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Where and when is my campaign delivering?
Can I see device, geography and daypart reporting?

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How are you managing frequency?
Can you show me how often households are being exposed to my advertising?

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How are you measuring conversions?
What counts as a conversion, and what attribution methodology are you using?

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And maybe the most important question:

Can you open the platform and show me?

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Not a sales deck. Not a PowerPoint.

The actual platform.

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CTV can provide an incredible amount of transparencywhen it's bought and managed correctly.

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Buyers should expect it.

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If you're going to tell me, be prepared to show me.

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