Future Today, a leader in Connected TV (CTV) advertising solutions, has introduced the Future Today Marketplace, a cutting-edge platform that is set to transform CTV advertising. This solution offers over 1.5 billion privacy-safe, ID-less impressions across premium, brand-safe inventory, including channels such as Fawesome, FilmRise, and HappyKids. With content from top studios, this marketplace sets a new standard for transparency, targeting, and measurement in CTV.
Features of the Future Today Marketplace:
- Next-Generation Audience Targeting:
- In response to the growing concerns around traditional device graph methods, the Future Today Marketplace uses ID-less targeting through first-party data and PII-agnostic solutions, ensuring privacy compliance while still delivering precise targeting and measurement.
- Partners like IRIS.TV offer contextual targeting, already showing significant success in scaling results.
- Transparency in Advertising:
- Advertisers are given unprecedented visibility into program-level data, masking PII while offering detailed insights into brand-safe content. This ensures a more informed, effective advertising approach.
- Access to Brand-Safe Inventory:
- The marketplace’s ID-less buying unlocks access to family programming, broadening reach beyond traditional TV advertising channels and complementing Future Today’s general entertainment services.
- Seamless Integration with Ad Tech:
- Future Today integrates smoothly with leading CTV ad tech platforms like Magnite, PubMatic, and Index Exchange, allowing advertisers to easily transact via their preferred DSP or direct IO.
- Measurable Outcomes:
- Built on robust first-party data signals, the marketplace works with advanced TV measurement providers (e.g., EDO, iSpotTV, NCSolutions) to provide ROI, brand lift, and other key metrics.
- Additional analysis tools such as Co-viewership and Brand Emotional Lift studies provide deeper insights into campaign effectiveness.
Advertiser Testimonials:
- Vikrant Mathur, Co-Founder of Future Today, emphasized that this new marketplace represents the next frontier in CTV advertising, with a focus on privacy-safe, brand-safe content and measurable outcomes.
- Lorenzo Zefferino, SVP at Evergreen Trading, highlighted the marketplace’s privacy-first targeting capabilities, which align with the industry’s increasing emphasis on privacy.
- Geoff Spence, Vice President at Magnite, praised the integration of contextual intelligence, which enhances targeting precision and performance.
- Richie Hyden, Co-founder of IRIS.TV, underscored how the integration of contextual data optimizes ad precision without compromising consumer privacy.
The Future Today Marketplace is a game-changer in the CTV advertising landscape, providing privacy-first, ID-less targeting and brand-safe inventory while delivering actionable, measurable results. Advertisers can now tap into high-quality family content and general entertainment with more transparency and precision than ever before.
