Marketers have long associated connected TV (CTV) with big-budget national campaigns, but that’s rapidly changing. As CTV technology becomes more sophisticated and accessible, local businesses are entering a new era of precise, data-driven advertising that blends digital accountability with TV’s scale.
In a recent Tech-Talk webinar, MadHive’s Murphy VandeMotter, director of data operations, and Datonic’s Brian Lerner, vice president of customer success, discussed how local advertisers can deploy hyper-targeted and measurable campaigns. One thing is clear: The days of guessing who’s watching are coming to a close.
Beyond assumptions: The rise of audience intelligence
Traditional TV buying relied on assumptions—pairing ad messages with content categories to capture the right viewer. The growth of CTV brings certainty.
“Modern advertising allows you to target people… based on who they are, regardless of the specific content or device,” Lerner said. Instead of relying on TV programs, genres, or time slots, advertisers can access identity-based audience segments.
This capability relies on data collection, processing, and identity resolution. At Datonics, Lerner explained that all audience data flows through a four-layer identity graph that connects browser activity, devices, people, and households into a cohesive whole.
“Identity linkages ensure that it’s the same person between different devices,” Lerner said. “Without a good identity resolution technology, you’re probably going to target the wrong people, even though you had a great list to begin with.”
Local budgets, enterprise tools
VandeMotter underscored how these tools translate into real-world results for local businesses. She used her uncle’s HVAC company in Dallas as an example to show how MadHive combined Datonics’ data with localized targeting to build a high-performing summer campaign.
The audience wasn’t just based on geography. It was refined with behavioral signals like homeownership, renovation interest, and family size. VandeMotter said the outcome was scaled reach without wasted impressions.
Built-in accountability
One of CTV’s advantages over linear TV is the ability to measure what happens after the ad is served. Marketers can connect ad exposure to real-world outcomes through pixel tracking, footfall attribution, or brand lift studies, whether the goal is clicks, quote requests, or phone calls.
“CTV can be held to the same accountability of other digital channels like display and audio,” VandeMotter said.
While adding data layers can increase cost, Lerner emphasized that with the right partners, those increases are worthwhile. “Often the data cost is considerably lower than the cost of the media. Data can steer the campaign in a really effective direction, increasing that return on ad spend,” he said.
Turning audiences into outcomes
Consumer sentiment supports this shift. According to VandeMotter, 80% of consumers are open to watching ads in exchange for free content, especially when those ads feel relevant and personalized.
As Lerner put it, advertisers no longer need to guess what viewers want. With the right tools and data partners, they can build highly customized audiences that reflect real buying intent, whether that’s for HVAC services, a new SUV, or kitchen appliances.
For local advertisers, that means turning precision targeting into real business results—reaching the right people, driving measurable actions, and closing the loop between awareness and outcomes.
Watch the full webinar.
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