BYOWG: Why You Should Build Your Own CTV Walled Garden 🛠️
Oct 27, 2024
If you’re a CTV publisher frustrated by low programmatic fill rates and think plugging in yet another SSP is the solution, think again.
It's time to try a different approach: BYOWG—Build Your Own Walled Garden.
The Walled Garden concept has proven to be wildly successful for digital giants like Meta and Google, and it’s now gaining traction in CTV.
Why Build Your Own Walled Garden?
Major players in CTV, such as Roku, Disney, and Paramount, are already moving in this direction. Why? Because they recognize that a self-serve ads manager can transform their business.
Think about Meta–the social giant is on track to earn an astounding $155 billion in ad revenue in 2024 from over 10 million advertisers using their self-serve platform. I led Yahoo video monetization in 2020 when our parent company, Verizon, decided to pause advertising on Meta along with 750 other top advertisers. The advertisers were boycotting Meta’s perceived inaction against hate speech and misinformation on their platforms. Do you remember what happened to Meta’s bottom line as a result of that boycott? They reported a +22% increase in ad revenue year-over-year driven mainly by millions of SMB advertisers increasing spend.
The walled garden approach is a model that allows complete control over ad sales and audience data, giving these companies a powerful way to attract both big brands and SMBs.
The SMB segment is especially critical to this strategy and the future of CTV’s revenue growth. In traditional TV advertising, only about 500 large advertisers dominate spend. But in search and social, over 10 million SMBs advertise, spending more than $300 billion per year. By making ad inventory accessible through their own self-serve platform, CTV publishers can attract this vast market of SMBs, who are eager to reach premium audiences but have historically lacked access to TV advertising. The self-serve ads manager model unlocks this opportunity, creating a resilient revenue stream that isn’t solely dependent on a few big players.
Waiting for Ad Tech Alignment Isn’t an Option
Viant’s Co-Founder Chris Vanderhook recently wrote a great LinkedIn post about Walled Gardens. He called the growing dominance of Walled Gardens, such as Meta, Google, and Amazon, Ad Tech's huge blind spot. These platforms capture over 60% of U.S. ad spend, while the Open Web is mired in supply chain chaos, ad fraud, and last-touch attribution.
One way to solve this is to call for more collaboration in ad tech, but CTV publishers can’t afford to wait for industry-wide alignment.
streamr.ai is here to help you take your monetization strategy into your own hands today. Instead of relying on a notoriously bifurcated and competitive ad tech landscape to suddenly start cooperating, streamr.ai’s GenAI Solutions enables you to own your advertiser relationships, ad sales funnel, and creative generation, becoming a one-stop shop for advertisers.
How to BYOWG with streamr.ai’s GenAI Solutions
Step 1: Premium Content + Audience Data
Your premium CTV content is what attracts both audiences and advertisers. To maximize its value, having a way to capture first-party data is essential. If you already have a login mechanism, you’re one step ahead in gathering valuable insights about your viewers. If you don’t have first-party data. No worries. Our AI-powered contextual targeting automatically analyzes the context of the advertiser and matches relevant audience segments from your DMP of choice. This audience data enables personalized ad targeting, making your CTV inventory even more attractive to advertisers.
Step 2: Launch a Self-Serve Ad Manager
With streamr.ai’s GenAI-powered white-label solutions, setting up a self-serve ads manager is easier than you might think. streamr.ai’s platform integrates seamlessly with the ad tech you’re already using, including Xandr, Springserve, Aniview, Beeswax and many more. Our solutions allow CTV publishers to set up their own ad-buying ecosystem quickly, opening up direct channels for advertisers, especially SMBs, to access your supply.
GenAI Ads Manager Features
Our AI-powered ads manager is designed to deliver the ultimate flexibility, ease, and effectiveness in creative generation and ad buying. Here’s what streamr.ai offers:
Explore our enterprise page for a detailed look at our GenAI Solutions.
Get Started Today and Secure Your Ad Revenue
It’s time to stop relying only on programmatic middlemen and reclaim control over your inventory and advertiser relationships. streamr.ai is Democratizing CTV advertising by licensing its GenAI technology to ad tech platforms, publishers, and agencies, allowing you to capture the vast SMB market.
Join ReachTV, STIRR and more CTV Publishers and Ad Tech Platforms launching their own GenAI Ads Manager and take control of your monetization.
