--- title: Marketing Architects Unveils 'Smart Targeting' to Improve CTV Performance description: TV agency Marketing Architects introduces new Smart Targeting capability to cut costs and improve accuracy for Connected TV advertisers.  image: https://blog.marketingarchitects.com/hubfs/2024-05_Smart%20Targeting.webp --- [![MA\_Horizontal\_RGB\_4-19-19 copy](https://blog.marketingarchitects.com/hs-fs/hubfs/MA_Horizontal_RGB_4-19-19%20copy.png?width=147&height=32&name=MA_Horizontal_RGB_4-19-19%20copy.png "MA_Horizontal_RGB_4-19-19 copy")](http://www.marketingarchitects.com/) - platforms - [strategy](https://www.marketingarchitects.com/platforms/strategy) - [media](https://www.marketingarchitects.com/platforms/media) - [creative](https://www.marketingarchitects.com/platforms/creative) - [conversion](https://www.marketingarchitects.com/platforms/conversion) - [analytics](https://www.marketingarchitects.com/platforms/analytics) - [blog](https://blog.marketingarchitects.com/blog) [contact us](https://www.marketingarchitects.com/contact-us) - [client login](http://www.mymainsight.com) - [Business Strategy (100)](https://blog.marketingarchitects.com/blog/topic/business-strategy) - [Conversion Tech (10)](https://blog.marketingarchitects.com/blog/topic/conversion-tech) - [Creative Strategy (13)](https://blog.marketingarchitects.com/blog/topic/creative-strategy) - [Media Buying (34)](https://blog.marketingarchitects.com/blog/topic/media-buying) - [News (52)](https://blog.marketingarchitects.com/blog/topic/news) - [Newsletter (187)](https://blog.marketingarchitects.com/blog/topic/newsletter) - [TV Attribution (11)](https://blog.marketingarchitects.com/blog/topic/tv-attribution) - [News](https://blog.marketingarchitects.com/blog/topic/news) [Read More →](https://blog.marketingarchitects.com/blog/marketing-architects-unveils-smart-targeting-to-improve-ctv-performance) ## [Your dashboard is haunted](https://blog.marketingarchitects.com/blog/your-dashboard-is-haunted) Halloween is almost here, so we’re hunting zombie stats: numbers that get debunked but stick around anyway. Chief Analytics Officer Matt Hultgren joins the show to sort out which metrics des... - [![](https://blog.marketingarchitects.com/hubfs/FaceBook.png)](https://www.facebook.com/sharer/sharer.php?u=https://blog.marketingarchitects.com/blog/marketing-architects-unveils-smart-targeting-to-improve-ctv-performance&title=Marketing%20Architects%20Unveils%20'Smart%20Targeting'%20to%20Improve%20CTV%20Performance&picture=https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/2024-05_Smart%20Targeting.webp&description=TV%20agency%20Marketing%20Architects%20introduces%20new%20Smart%20Targeting%20capability%20to%20cut%20costs%20and%20improve%20accuracy%20for%20Connected%20TV%20advertisers. ) - [![](https://blog.marketingarchitects.com/hubfs/Twiiter.png)](https://twitter.com/intent/tweet?source=https://blog.marketingarchitects.com/blog/marketing-architects-unveils-smart-targeting-to-improve-ctv-performance&text=Marketing%20Architects%20Unveils%20'Smart%20Targeting'%20to%20Improve%20CTV%20Performance&url=https://blog.marketingarchitects.com/blog/marketing-architects-unveils-smart-targeting-to-improve-ctv-performance&via=markarch) - [![](https://blog.marketingarchitects.com/hubfs/LinkedIn.png)](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.marketingarchitects.com/blog/marketing-architects-unveils-smart-targeting-to-improve-ctv-performance&title=Marketing%20Architects%20Unveils%20'Smart%20Targeting'%20to%20Improve%20CTV%20Performance&summary=TV%20agency%20Marketing%20Architects%20introduces%20new%20Smart%20Targeting%20capability%20to%20cut%20costs%20and%20improve%20accuracy%20for%20Connected%20TV%20advertisers. ) - [![](https://blog.marketingarchitects.com/hubfs/email.png)](mailto:someone@example.com?Subject=Marketing%20Architects%20Unveils%20'Smart%20Targeting'%20to%20Improve%20CTV%20Performance&body=TV%20agency%20Marketing%20Architects%20introduces%20new%20Smart%20Targeting%20capability%20to%20cut%20costs%20and%20improve%20accuracy%20for%20Connected%20TV%20advertisers. %20%20https://blog.marketingarchitects.com/blog/marketing-architects-unveils-smart-targeting-to-improve-ctv-performance) [All Posts](https://blog.marketingarchitects.com/blog) # Marketing Architects Unveils 'Smart Targeting' to Improve CTV Performance - [Tweet](https://twitter.com/share) *TV agency Marketing Architects introduces capabilities designed to cut costs and improve accuracy for Connected TV targeting.*   MINNEAPOLIS, MN—May 28, 2024—TV advertising agency [Marketing Architects](https://www.marketingarchitects.com/) announces a new proprietary capability, called **Smart Targeting**, to solve some of the biggest targeting challenges facing Connected TV advertisers.  When viewers find ads relevant, they're more likely to pay attention, engage, and make a purchase, leading to better campaign performance. However, for CTV campaigns, targeting relevant audiences based on third-party data is costly and subject to severe data inaccuracies. Plus, data challenges are only growing as brands continue to migrate away from third-party cookies.  Instead of relying on third-party data, Smart Targeting buys media inventory based on the factors identified as being most predictive of viewer engagement. This allows brands to reach look-alike audiences without paying to target specific user profiles or dealing with incorrect IP addresses.  “Smart Targeting reimagines traditional targeting methods without their usual pitfalls, letting us massively impact campaign outcomes,” says VP Strategy [Dan Cleveland](https://www.marketingarchitects.com/Leadership). “Learning from qualified, high-intent users has significantly improved performance over traditional targeting approaches.”  To identify content most likely to be watched by a brand’s ideal customer, Marketing Architects uses machine learning to integrate and learn from site and bid stream data including geography, viewing habits, app usage, daypart, and device type. Then, algorithms are built to identify patterns indicating which factors correlate most strongly with ad engagement.  This solution has shown significant cost savings and a 2X performance advantage over traditional third-party methods. Marketing Architects clients have seen Smart Targeting outperform other targeting approaches, and more clients plan to test it in the future.  “Clients are thrilled at how Smart Targeting has challenged previous targeting beliefs and provided access to a new level of performance,” adds Chief Client Officer [Whitney Stratten](https://www.marketingarchitects.com/Leadership). “Streaming’s ROI now rivals other top-performing marketing channels, and clients are profitably reaching entirely new audiences.”  Smart Targeting is a result of Marketing Architects’ unconventional and performance-first approach to Connected TV. It is one of many proprietary tools built into the agency’s AI media-buying platform, **Annika**, which gives clients access to significantly lower streaming CPMs compared to competitors.     About Marketing Architects  Marketing Architects is an All-Inclusive TV agency that rebuilt the traditional agency model to help brands drive profitable growth. Founded in Minneapolis, Marketing Architects has spent 25 years building homegrown technology to solve TV's pricing, measurement and scale challenges. For more information, please visit [www.marketingarchitects.com.](https://www.marketingarchitects.com/)      Media Contact Marketing Architects Elena Hengel VP Marketing [ehengel@markarch.com](mailto:ehengel@markarch.com)   ![The Marketing Architects Team](https://blog.marketingarchitects.com/hubfs/MALogo-Mobius-Blue-RGB-1.png) ###### The Marketing Architects Team Curated by our leaders, creatives, analysts, designers, media buyers and more at Marketing Architects. ### Stay in the loop - get our content delivered to your inbox ## Related Posts ## [What is All-Inclusive TV Advertising and How Does it Work?](https://blog.marketingarchitects.com/blog/what-is-all-inclusive-tv-advertising-and-how-does-it-work) TV advertising is complex and expensive. And the traditional agency model isn’t built to make it any easi... ## [It's Time For Marketers to Redefine 'TV' and Embrace its Complexity](https://blog.marketingarchitects.com/blog/its-time-for-marketers-to-redefine-tv-and-embrace-its-complexity) The line between linear TV and streaming has blurred, with most households watching both. Streaming is in... ## [How to Crack the Connected TV Code](https://blog.marketingarchitects.com/blog/how-to-crack-the-connected-tv-code) CTV's promise of precision targeting is undermined by flawed data, nearly half of all third-party targeti... 110 Cheshire Lane, Suite 200 Minneapolis, MN 55305 952-449-2500 info@markarch.com © 2020 Marketing Architects ![Marketing Architects](https://blog.marketingarchitects.com/hubfs/azure-site/MA-stacked-Logo2X.png "Marketing Architects") [![email us](https://blog.marketingarchitects.com/hubfs/footer-ermail.png "email us")](mailto:info@markarch.com) [![Facebook](https://blog.marketingarchitects.com/hubfs/footer-facebook.png "Facebook")](https://www.facebook.com/MarketingArchitects/) [![LinkedIn](https://blog.marketingarchitects.com/hubfs/footer-linkedin.png "LinkedIn")](https://www.linkedin.com/company/marketingarchitects) [![Twitter](https://blog.marketingarchitects.com/hubfs/footer-twitter.png "Twitter")](https://twitter.com/markarch) [![Instagram](https://blog.marketingarchitects.com/hubfs/footer-instagram.png "Instagram")](https://www.instagram.com/marketing_architects/) ![Marketing Architects, Inc. 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