Biographical Information

Articles for David Naffis

How Brands Should Respond to CTV Ad Fatigue Before Viewers Tune Them Out

For brands that have been eyeing CTV, the door has never been more open: more inventory, lower CPMs, and an addressable audience of more than 240 million U.S. viewers. That's the opportunity. But what it will lead to depends almost entirely on how brands choose to use it.

Unlocking Contextual Targeting Opportunities on CTV

TV is being digitized at an interesting time on the digital advertising timeline. Just as advertisers are able to target audiences on the big screen, their favorite approach - third party cookies - are going away. This is inconvenient, but David Naffis, GM of CTV at Kargo, argues that it's also a catalyst to force advertisers to test and perfect other targeting methodologies on CTV. One of the most promising is contextual targeting.