--- title: 'Allied Labs: Apex - Navigating the Next Frontier in Connected TV Advertising' url: 'https://alliedglobalmarketing.com/knowledge/pages/agm-labs-apex-navigating-the-next-frontier-in-connected-tv-advertising' markdown: 'https://alliedglobalmarketing.com/knowledge/pages/agm-labs-apex-navigating-the-next-frontier-in-connected-tv-advertising.md' date: '2025-06-10' description: '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 inno…' taxonomy: category: - 'Allied Labs' - APEX tag: - 'Allied Labs' - APEX --- ![](https://alliedglobalmarketing.com/images/1/6/4/2/b/1642b25ccb8bbcf92591cdb5bc338df7c4d20409-cover.webp) Knowledge: Allied Labs # Allied Labs: Apex - Navigating the Next Frontier in Connected TV Advertising Christoph Bakke, Senior Director, Programmatic 06.10.25 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).*** ![CTV DSP vs, existing DSP](https://alliedglobalmarketing.com/user/pages/knowledge/pages/agm-labs-apex-navigating-the-next-frontier-in-connected-tv-advertising/apex1.jpg)*\*Key Takeaway: The CTV DSP achieved an 82% improvement in unique reach against higher delivery and completion rates* ![Average eCPM](https://alliedglobalmarketing.com/user/pages/knowledge/pages/agm-labs-apex-navigating-the-next-frontier-in-connected-tv-advertising/apex2.jpg)*\*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. ![Frequency](https://alliedglobalmarketing.com/user/pages/knowledge/pages/agm-labs-apex-navigating-the-next-frontier-in-connected-tv-advertising/apex3.jpg)*\*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. [Allied Labs ](https://alliedglobalmarketing.com/knowledge/category:Allied%20Labs) [APEX ](https://alliedglobalmarketing.com/knowledge/category:APEX) ## Share on: ## [ Read more Knowledge ](https://alliedglobalmarketing.com/knowledge) # Find out *what we can do* for you --- ## Navigation - Parent: [Pages](https://alliedglobalmarketing.com/knowledge/pages.md) - Previous: [Allied Knowledge - Jun 10](https://alliedglobalmarketing.com/knowledge/pages/agm-knowledge-jun-10-25.md) - Next: [Gaming Futures: Women Redefining the Gaming Industry in LA](https://alliedglobalmarketing.com/knowledge/pages/gaming-futures-women-redefining-the-gaming-industry-in-la.md)