CTV Publishers Fail to Share Content, Says Havas

Rebecca Smithson, Head of AV Strategy & Planning at Havas Media Network, argues that the CTV long tail is hindered by opacity rather than quality. She underlines a lack of standardized definitions for CTV, which encompasses BVOD, SVOD, FAST channels, and other non-linear formats, urging the industry to agree on terminology. Smithson criticizes publishers for prioritizing data, targeting and technology while omitting the content itself, leading to uncertain conversations about programming. The piece describes Havas’ integrated, audience-led AV framework and how CTV is treated as one ecosystem component with cross-team activation and measurement. She highlights Converged Activate, a product developed with broadcasters, Amazon and Netflix, aimed at directly activating cohorts by merging first- and partner-data. She also cites Project Lantern as a potential near-term solution, emphasizing that outcomes should guide metrics, not just reach.