In a recent interview with MartechEdge, George Castrissiades, the General Manager of Connected TV (CTV) at AdRoll, detailed the company's multifaceted strategy for navigating the rapidly expanding landscape of CTV advertising. Castrissiades highlighted AdRoll's focus on integrating CTV into a broader omnichannel approach, leveraging artificial intelligence for optimization, and ensuring both privacy and performance for AdRoll’s customers.
According to Castrissiades, AdRoll views CTV not as an isolated channel, but as a critical component of a cohesive, omnichannel marketing strategy. He explained that the company's approach is to create a seamless customer journey that extends across all devices. By integrating CTV campaigns with other digital marketing efforts, AdRoll aims to engage audiences at multiple touchpoints, thereby reinforcing brand messaging and driving conversions. This strategy acknowledges the modern consumer's media consumption habits, which are spread across various screens throughout the day.
At the core of AdRoll's CTV strategy is its AI-powered bidder, BidIQ. Castrissiades noted that this technology is instrumental in optimizing ad placements and pricing across the entire spectrum of devices, from television screens to smartphones. This ensures that clients receive the maximum value from their advertising spend.
To enhance targeting precision, Castrissiades revealed AdRoll's partnership with Experian. This collaboration allows for the mapping of personal devices to households, enabling more accurate and effective audience targeting. Despite this data-rich environment, Castrissiades emphasized AdRoll's unwavering commitment to privacy. He stated that the company employs privacy-forward workflows and pseudonymizes customer data to maintain the highest standards of data safety and regulatory compliance.
Moving beyond simple viewership metrics, Castrissiades stressed the importance of providing customers with actionable key performance indicators (KPIs) for their CTV campaigns. He asserted that AdRoll is focused on demonstrating the tangible, real-world impact of their clients' advertising investments.
Addressing a common barrier to entry for many businesses, Castrissiades also discussed how AdRoll is utilizing AI to make the creation of CTV video ad content more affordable and accessible. This initiative is designed to empower brands of all sizes to leverage the power of CTV advertising without compromising on the quality of the creative or the user experience.
As the CTV advertising market continues its upward trajectory, Castrissiades concluded by affirming AdRoll's commitment to leading the charge. By prioritizing a quality supply chain, exceptional service, comprehensive audience targeting, and insightful, measurable outcomes, AdRoll is positioning itself to help its clients thrive in the evolving world of digital advertising.
Last updated on June 10th, 2025.