Can you create inclusion lists for CTV?

Overview

Inclusion lists for CTV (Connected TV) are curated sets of approved content, channels, or audiences that advertisers use to target specific viewers in digital advertising campaigns. CTV refers to internet-connected television devices like smart TVs (e.g., Samsung, LG), streaming sticks (e.g., Roku, Amazon Fire TV), and gaming consoles (e.g., PlayStation, Xbox), which enable streaming services such as Netflix, Hulu, and Disney+. The concept of inclusion lists emerged in the early 2020s as CTV advertising grew rapidly, with U.S. ad spending increasing from $8.1 billion in 2020 to an estimated $29.6 billion by 2024, driven by the shift from linear TV to streaming. Historically, CTV advertising relied on open programmatic exchanges, but concerns over ad fraud, brand safety, and inefficient targeting led to the adoption of inclusion lists as a more controlled approach. These lists allow advertisers to specify exactly where their ads appear, such as on premium networks like ESPN or specific shows, ensuring alignment with brand values and audience demographics.

How It Works

Creating inclusion lists for CTV involves several steps and mechanisms. First, advertisers or agencies define targeting criteria based on factors like content genre (e.g., sports, news), specific channels (e.g., NBC, CNN), audience demographics (e.g., age 25-34), or geographic regions. Data providers such as Comscore, Nielsen, and Oracle Moat supply audience segments and content metadata to inform these lists. Next, the lists are implemented through demand-side platforms (DSPs) like The Trade Desk or Google DV360, which integrate with CTV inventory sources. When an ad impression becomes available on a CTV device, the DSP checks if it matches the inclusion list criteria; if so, the ad is served, otherwise it is excluded. This process uses real-time bidding (RTB) technology, but unlike exclusion lists that block unwanted content, inclusion lists proactively select only approved inventory. For example, an advertiser might create a list targeting sports content on ESPN via Hulu's live TV service, ensuring ads reach engaged viewers during live events. Advanced lists can also incorporate first-party data, such as customer emails, to retarget existing audiences across CTV apps.

Why It Matters

Inclusion lists matter for CTV advertising because they enhance efficiency, brand safety, and ROI in a fragmented media landscape. By targeting only approved content, advertisers reduce wasted spend on irrelevant or fraudulent impressions; studies show inclusion lists can cut ad fraud by up to 90% compared to open exchanges. They also ensure brand safety by avoiding placements alongside inappropriate content, which is crucial for sensitive industries like finance or healthcare. Real-world applications include campaigns by major brands like Coca-Cola or Toyota, which use inclusion lists to reach specific demographics, such as families during holiday streaming events. This precision drives higher engagement rates, with CTV ads often achieving viewability above 90%, compared to lower rates on mobile or desktop. As CTV viewership grows—with over 80% of U.S. households using CTV devices—inclusion lists help advertisers navigate the complexity of streaming ecosystems, making them a key tool for effective digital marketing in the 2020s.