"The battleground is CTV, with Meta evidently looking to put its Audience Network model to that work on such screens, and Pinterest making good on its earlier purchase, a transaction reportedly cost it up to $350 million."
"Across the industry, large platforms are converging on a similar strategy - extending performance advertising capabilities, long honed in mobile and social environments, into CTV."
"Meta already commands a vast base of SMB advertisers, the majority of whom are accustomed to self-serve tools, deterministic targeting, and performance-based outcomes."
"The aim is to unlock a new pool of demand by making television inventory more accessible, measurable, and, crucially, usable for the long tail of advertisers that have historically been priced out or operationally excluded."
The digital advertising industry is shifting towards small- and medium-sized businesses, particularly in connected TV (CTV). Major platforms like Meta and Pinterest are expanding their advertising capabilities into CTV to attract a broader range of advertisers. Meta is exploring partnerships to integrate its Audience Network model into CTV, while Pinterest is activating its recent acquisition to enhance its offerings. The goal is to make television inventory more accessible and measurable for advertisers who have been historically excluded from this space.
Read at Digiday
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