CTV is no longer just a digital extension of linear TV—it’s a high-performance, outcome-driven channel that demands a smarter buying strategy. Traditional DSPs aren’t enough. Apex has redefined what’s possible in CTV buying, pushing beyond standard efficiency metrics to true performance-driven innovation. It is no longer enough to buy CTV on reach and frequency alone. You need CTV-specific capabilities in order to realize Connected TV’s full potential.

Strategic Challenge

For years, marketers have accepted that Connected TV buys come with inefficiencies—fraud, limited targeting, and CPM inflation. By challenging industry norms and testing a CTV-native DSP, Apex unlocked an entirely new level of buying precision.

Our Hypothesis

Apex identified an industry gap: standard DSPs weren’t built for the complexities of CTV buying. We sought out an advanced solution, rigorously tested it, and delivered undeniable results. We aim to prove that by including CTV as part of an omnichannel strategy, it has the potential to make other channels like paid search and social work harder.

Innovative Solution

Apex designed a head-to-head test between different buying platforms to measure and juxtapose the effectiveness of conventional DSPs against the specialized CTV DSP. The test was conducted over two 15-day periods, against nearly 1M impressions. New capabilities were essential to effective CTV activations:

• Outcome-Based Buying: This innovative approach allows for precise alignment between media purchases and targeted business outcomes, significantly reducing Cost Per Acquisition (CPA) and enhancing ROI.
• Blockchain-Powered Transparency: Addressing the industry-wide challenge of fraud, the advanced DSP incorporates blockchain technology, ensuring media spends are transparent and efficient. Blockchain technology is used to pre-verify every ad call, to confirm that the impression is fraud/waste free and reaches a real human.
• Proprietary Attribution Techniques: The platform links media exposure directly to consumer actions using proprietary pixel technology, paving the way for robust, data-driven campaign optimizations. Apex gains insight into attribution by device, creative, targeting, geo, inventory, day of week and more.
• CTV Retargeting: By cultivating a qualified pool of users exposed to initial ads, the platform effectively retargets and extends the campaign's reach and impact.

The outcomes of the head-to-head DSP comparison were unequivocal. Apex experienced an astounding 85% improvement in unique reach, alongside a 62% decrease in effective CPM (eCPM).

*Key Takeaway: The CTV DSP achieved an 82% improvement in unique reach against higher delivery and completion rates

*Key Takeaway: CTV DSP drove 62% lower eCPM at a higher reach density

Along with improved unique reach we saw a drop in frequency which indicates that we are reaching a new, unique audience within the same geo-targeted areas. We saw frequency drop from 2.5 down to 1.6, proving that we are tapping into an all new prospecting audience.

*Key Takeaway: Utilizing CTV DSP resulted in a reduction of frequency from 2.5 to 1.6, allowing Apex to engage with new target audiences

These results not only highlight the superior capabilities of the specialized DSP but also underscore our commitment to driving client success through innovative ad tech solutions.

So What?

For our partners and clients, embracing these advanced DSP solutions is not just an option; it is a strategic imperative to stay relevant and competitive in the rapidly evolving digital advertising ecosystem. In summary, Apex's CTV-native purchasing enhances media performance, ROI, and business outcomes.

At Apex, we are not just adapting to change—we are the change.