And just like that, our myth-busting journey is coming to a close. We’re wrapping up the series with an in-depth look at the exciting new frontier: CTV. Although CTV operates without cookies, it still faces significant identity challenges.

In the final episode, Mathieu sits down with Paul Gubbins, former VP of CTV Strategy at Publica and a renowned thought leader in the space, to debunk some of the biggest myths surrounding this rapidly evolving channel.

Who is Paul Gubbins? 

Paul Gubbins has over 18 years of sales experience and has spent the last 10+ years in programmatic leadership roles at global companies such as Unruly, PubMatic, Verizon and Millennial Media. More recently, Paul served as the VP, CTV Strategy for Publica where he was responsible for launching the EMEA office for CTV Ad Server Publica before their acquisition by Integral Ad Science (IAS) in 2021.

Paul’s contributions to the ad tech and CTV industry have earned him a reputation as a thought leader, frequently speaking at industry events and contributing to discussions on the future of digital advertising. His work continues to influence the direction of CTV marketing, solidifying his position as a key figure in the ad tech community. He recently launched his podcast, The CTV Podcast. 

Does CTV have an addressability problem?

In this conversation, Paul provides a detailed breakdown of the current CTV landscape and its unique challenges. He explained how primarily app based CTV inventory operates differently from web and mobile channels, particularly in how identity is managed. Unlike other platforms, CTV relies heavily on household and deterministic IDs for targeting and measurement, rather than individual identifiers. 

He also highlights the unique challenges CTV poses when it comes to privacy and dispels the notion that identity is not a concern in this space. He also discussed the potential of alternative IDs to address these privacy issues and enhance targeting precision in the CTV space.

Watch the Full Interview 

To hear the full story check out the full interview where Paul breaks down the current CTV landscape and explores what the path ahead looks like.

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