The news: InterMedia, in partnership with contextual platform Peer39 and Pontiac Intelligence’s DSP, launched an integration designed to prove connected TV’s (CTV) show-level performance reporting by utilizing standardized, anonymized content IDs, per AdExchanger. During a closed beta test executed for the brand Laundry Sauce, this methodology achieved show-level reporting for 94% of purchased impressions.

Zooming out: Missing show level data has created barriers for advertisers in moving media spend from traditional broadcast to digital streaming.

• Budget constraints: According to Gracenote’s 2026 CTV Advertising Survey, 86% of US media planners would shift more budget from linear TV to CTV if show-level targeting were available.
• Investment barriers: 47% of planners cited limited show- and content-level data, second only to insufficient measurement and attribution (49%).
• Quality evaluation: A Verve and EMARKETER survey indicated that audience data quality (35%) and performance outcomes (34%) are the primary factors media buyers utilize to evaluate CTV inventory quality.

With CTV ad spending projected to reach $59.25 billion by 2030, according to EMARKETER forecasts, multiple platforms are developing content-level tracking capabilities:

• Prime Video introduced real-time, show-level ad reporting, making it the first streaming service to offer the feature.
• Platforms including Viant, IRIS.tv, and Beeswax are embedding similar content-level frameworks into buy-side decisioning tools.

Why it matters: Having the ability to access real-time CTV performance metrics allows marketers to monitor efficiency and scale conversions during live campaigns.

Beta data from Intermedia revealed that performance varied by as much as four times across different programming categories, demonstrating that broad inventory tiers may hide efficiency gaps. Feeding this CPA data back into the DSP during live execution allows for automated, mid-flight optimization. The pilot campaign achieved a 64% increase in add-to-cart conversions and a 2.5x higher page-view-to-add-to-cart conversion rate.

Implications for marketers: Show-level data can become an active signal to help shape media buying decisions. Marketers looking to leverage this capability may benefit from:

• Capability audits: Assess current DSP and contextual verification partners to determine their technical capacity to ingest and process standardized content IDs.
• Baseline benchmarking: Launch targeted test campaigns with programmatic vendors offering show-level tracking to establish baseline CPAs for specific programs.
• Budget reallocation: Shift a portion of CTV budgets toward platforms capable of automated mid-flight adjustments, utilizing program-specific performance to reduce wasted ad spend and increase downstream conversion rates.

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