Understanding the ‘why’: How NPAW tackles siloes in CTV

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Inefficient organisational structures and siloed ways of working continue to hamper businesses in the connected TV (CTV) sector, according to an executive from video intelligence platform NPAW.

“What we see from most of our customers is that usually we have a very inefficient organisation, if we have siloed departments working alone and having their own sets of data,” said Bruno Giner, vice-president, global sales, digital experience intelligence, at NPAW.

“Once we apply a full integrated solution, where marketing departments, content departments [and] product departments can collaborate, looking at the same data about users’ behaviour and the digital experience, that provides a huge improvement.”

During Connected TV World Summit in March, Giner also discussed how the industry has gone from having a “very limited set of data” to now understanding the “whole picture”, from the moment a user logs in to how long they spend on a platform to how they find content.

For most CTV players, they want to understand the “why” — “why are my users churning, why are my users engaging, why this segment stays longer than this segment”, as Giner explained.

The key, he continued, is using AI and other tools to “help customers understand those whys quicker”.

Watch the full interview