LinkedIn·Thursday, 13 August 2026·13d ago
The best CTV campaigns don't just maximise impressions. They maximise precision. As Connected TV continues to grow, advertisers face a…
Utiq
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The best CTV campaigns don't just maximise impressions.
They maximise precision.
As Connected TV continues to grow, advertisers face a familiar challenge: how do you maximise net reach without wasting impressions through unnecessary repetition?
This campaign with a leading German grocery retailer set out to answer exactly that question. Working with RTL Deutschland+, JOYn RH and Virtual Minds Active Agent DSP, Utiq measured the impact of deterministic frequency management in a CTV-only environment.
The campaign compared two approaches: one using Utiq and netID to manage frequency, and a control group without Utiq-enabled frequency management.
The objective was simple: achieve the intended single ad contact per user while maximising net reach and campaign efficiency.
The results demonstrate the value of responsible, deterministic addressability in CTV:
✅ 9% higher net reach
✅ 98% contact class accuracy
✅ 7% lower cost per unique user, despite the additional investment in Utiq
Perhaps the most revealing finding came from the control group.
Without deterministic frequency management, impressions spilled beyond the intended exposure level, with some users receiving anywhere from two to more than ten ad contacts - moving the campaign away from its original objective.
For advertisers, this is what responsible addressability delivers: more accurate campaign delivery, better use of media investment and greater confidence that every impression is working as intended.
Congratulations to RTL+, Joyn, Virtual Minds and our special retailer partner on a great collaboration. Together, we're demonstrating how trusted identity infrastructure can help make CTV campaigns more effective, more measurable and more efficient.
Marc Bresseel Will Harmer Julia Gloning Jana Moran Laurent Norridge Pascale Arguinarena Michail Piperakis Beatrice Lhopitallier Max Baum Catherine Murray Gunter Everink Kostas Chrysovitsiotis Arian S.
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