Unlocking More from CTV Content with a Holistic CDP

In today’s competitive CTV landscape, simply creating great content isn’t enough. To attract new viewers, retain loyal audiences, and drive monetisation, CTV platforms must evolve their strategies — and that starts with data. Integrating a Customer Data Platform (CDP) into your marketing plan unlocks powerful opportunities to simplify operations, deepen audience insights, and supercharge content performance. Here's how a CDP like mediarithmics can transform your CTV business.

Simplify and Supercharge Media Sales, Marketing and Content Strategy

CTV businesses juggle data from multiple touchpoints — apps, websites, devices, CRM, ad systems — often siloed and difficult to activate. A CDP unifies all that data into a single platform, giving marketing, sales, and programming teams one version of the truth. With this unified view, you can:

• Streamline media sales with precise audience segmentation that empowers advertisers to target with confidence.
  
  
• Refine marketing strategies with real-time behavioural data that improves personalisation and campaign efficiency.
  
  
• Inform content acquisition with data-backed insights, ensuring every dollar spent speaks to your actual audience.
  
  

The result? Less guesswork. More alignment. And decisions that drive engagement and revenue.

Cut Costs and Harness the Full Potential of Your Data

Operational bloat is common when data is fragmented across systems. A CDP consolidates and simplifies your tech stack, reducing the need for multiple tools and vendors. That means lower costs, better agility, and faster time-to-market.

But more importantly, it unlocks the full power of your first-party data:

• Activate real-time insights across all departments.
  
  
• Automate personalised campaigns without complex integrations.
  
  
• Scale smarter by making every byte of your data work harder.
  
  

Grow Your Audience — and Keep Them Coming Back

Every marketing touchpoint is an opportunity to build a relationship. A CDP enables rich personalisation across the entire viewer journey — from acquisition to loyalty. For CTV players, this means:

• Tailored onboarding that turns casual viewers into frequent users.
  
  
• Behaviour-driven upsell journeys that convert trial viewers into long-term subscribers.
  
  
• Content recommendations that adapt to preferences in real time.
  
  

CTV platforms can grow their audience and keep them engaged with smarter, data-driven interactions — boosting watch time and reducing churn.

Acquire the Right Content — With Confidence

Why gamble on content acquisition when you can use data to predict success? A CDP helps uncover deep audience insights that tell you what your viewers truly want.

By analysing viewing patterns, engagement levels, and behavioural signals, you can:

• Identify white space opportunities in your content library.
  
  
• Match content investments with the preferences of high-value audience segments.
  
  
• Maximise return on acquisition by programming with precision.
  
  

This removes the guesswork and gives content teams a data-proven foundation for growth.

Why mediarithmics?

With over a decade of experience supporting some of Europe’s most advanced broadcasters and media groups, mediarithmics is the most experienced CDP for broadcast and CTV in Europe. Our platform is built to meet the unique needs of content-led businesses — from privacy-safe monetisation to powerful audience segmentation and real-time activation.

Whether you're scaling ad sales, deepening viewer relationships, or investing in your next big hit, mediarithmics gives you the tools and insights to make smarter, faster decisions.

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