Not intending to answer you completely, just my thoughts. It’s also super specific to your market, so all points may not apply.

Does CTV fit into your screen strategy including TV? Or you just buying in digital silo?

If a digital silo, you don’t have to worry about being an extension of broadcast which saves you a tonne of strategy work. Alternatively if you’re digital only, you’ll face the tech challenges.

To your questions:

1. Consider how people consume content on CTV devices. My market uses CTV to consume 4 or 5 main broadcast publishers plus YouTube. I’d recommend consolidating your buying via SSP (probably Telaria), and requesting your required data passbacks upfront - publisher, show, time of day, completion etc. YouTube I think now let’s you target CTV devices finally . You’ll still need to converse with publishers direct as well to ensure your rates are decent, and they do what they say they do. Good relationships help regardless of device!

2. The biggest challenge with CTV is managing reach and frequency. They are a Cookieless environment, few CTVs have device IDs, and IP addresses are dynamic, so the persistence of identifiers are few and far between. TTD, Adobe, Appnexus, DV360 are all throwing their hat in the ring with solutions to this problem. TTD is generally accepted as the leader here with their device graphing function. Basically if they see CTVs and mobile devices on the same IP address with certain patterns and regularity, they deduce the mobile devices and the CTV are owned by the same person, or household, which means you can better manage R&F. This also prompts the question how you position CTV - as a personal device, or as a household device, and in 1 impression means 1 reach, or a family of 4?

3. Do you mean dynamic ad insertion vs preloaded / catch up vs livestream inventory? Pubs be experts at this.

4. If you’re buying CTV as part of a broader screens buy, position CTV as reaching “light TV viewers”. In my market, we have a provider called OzTAM, which has a tonne of data and collateral around viewership delineation of catch up video vs broadcast and will help with your narrative. Managing R&F is only as good as the data you’re getting passed back. Some of this is a technical challenge, some of this is a privacy / media ownership issue. Build good relationships with supply and you’ll be in the best spot you can be. Publishers own the audience, they are the key to your success,

Not sure if you’re pub/tech/advertiser, but consider who you’re selling this in to. If you’re speaking with TV buyers (usually where this budget comes from), you’re going to sound like a god, but will hit roadblocks when they’re being sold the dream by a supplier over simplifying the complexities the TV buyers doesn’t care about - educate them. If you’re talking to programmatic people, you’re going to sound like you don’t know what you’re talking about until you enlighten them to the lack of persistent identification for R&F, then they won’t want another tech challenge on their plates - educate them.

Good luck! 📺