How Follow-the-Viewer Works
From First Impression to Smarter Campaigns
Welcome to an in-depth exploration of our Follow-the-Viewer (FTV) algorithm - the technology that's revolutionizing how campaigns evolve from initial impressions to data-driven success stories. This presentation will walk you through the complete process, from foundational concepts to optimization strategies.
Step 1: Anchor Event
Every effective FTV campaign begins with a high-value moment that serves as our anchor point in the viewer's journey:
Premium Content Anchoring
We strategically place the initial ad during premium content moments (like live sports events) when engagement is highest and viewer attention is maximized.
Household/Device Identification
When the ad is served, we capture and tag the household/device ID, creating the foundation for our follow-the-viewer journey.
Initial Data Collection
This anchor event provides baseline metrics that inform subsequent targeting decisions across the campaign lifecycle.
Step 2: Beyond the Game
Once we've established the anchor point, the FTV algorithm continues to track and engage with the same households across their entire viewing ecosystem:
  • We follow identified households across all their ad-supported content consumption
  • Our system creates a balance between effective frequency capping and incremental reach extension
  • Viewers receive contextually relevant messaging as they navigate between different content types and platforms
  • Cross-platform coordination ensures optimal exposure without oversaturation
This comprehensive approach transforms a single ad impression into an ongoing conversation with viewers throughout their entire entertainment journey.
Step 3: Smarter With Data
The FTV algorithm continuously evolves by capturing and integrating multiple response signals from various touchpoints:
Pixels + SDKs
We track site visits and app usage patterns through embedded tracking technologies that provide real-time data on digital engagement after CTV exposure.
Cross-device Graphs
Our technology maps connections between CTV viewing and mobile/desktop activity, creating a comprehensive view of the consumer journey across all screens.
Partner Data Feeds
We integrate offline purchase data from retail partners to connect advertising exposure directly to in-store consumer behavior and sales lift.
Retargeting Feedback
The system captures clicks, searches, and other digital engagement metrics to refine audience segments and targeting parameters.
Incrementality Testing
We maintain exposed vs. holdout groups to scientifically measure the true incremental impact of FTV campaigns compared to baseline performance.
Step 4: Month-by-Month Growth
Month 1: Learn
We cast a broad net to test different audience segments, reach patterns, and frequency levels. The algorithm collects comprehensive data on viewer responses and engagement metrics to establish baseline performance.
Month 2: Lock
Based on first-month learnings, we focus budget allocation on high-value households showing the strongest response signals. The algorithm narrows targeting parameters to maximize efficiency and ROI.
Month 3+: Scale
With optimized parameters in place, we expand to include lookalike audiences that match high-performing segments while minimizing waste on underperforming viewers. The campaign reaches its optimal efficiency.
This progressive optimization approach ensures campaigns become increasingly effective with each passing month, delivering measurable performance improvements throughout the flight.
From Awareness to Impact
The FTV methodology transforms traditional CTV advertising from isolated impressions into a comprehensive, full-funnel system:
  • Converts one-time TV ad exposures into week-long engagement opportunities
  • Every impression captured feeds into the machine learning system
  • Each subsequent ad placement becomes smarter and more targeted
  • Campaigns progressively increase in precision, efficiency, and measurability
"The FTV algorithm doesn't just deliver ads—it creates an evolving ecosystem that learns from every interaction."
The Power of Follow-the-Viewer
Anchor in Premium Moments
Start with high-impact, attention-grabbing content placements that establish a strong foundation for your campaign.
Follow Audiences Everywhere
Maintain consistent connections with viewers across their entire content consumption journey, regardless of platform or device.
Learn, Optimize, Scale
Leverage response data to continuously refine targeting, eliminate waste, and expand to high-potential lookalike audiences.
Unlock CTV's Full Potential
Transform CTV from an awareness-only channel into a full-funnel performance marketing powerhouse with measurable ROI.
By implementing the FTV methodology, advertisers can achieve the perfect balance of premium content environments and performance-driven results.
Next Steps
Ready to implement Follow-the-Viewer?
Our team of CTV specialists is ready to help you design and implement a custom FTV strategy for your unique marketing objectives:
Schedule a strategy session with our CTV optimization team
Review your current campaign performance metrics and identify FTV opportunities
Develop a tailored implementation plan with specific KPIs and measurement framework
Launch your first FTV-optimized campaign with continuous performance monitoring
Contact us today to get started!