『CTV-06: in conversation with Phil Gontier, Chief Revenue Officer at Smadex』のカバーアート

CTV-06: in conversation with Phil Gontier, Chief Revenue Officer at Smadex
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2026年5月12日まで。4か月目以降は月額1,500円で自動更新します。

概要

 In this episode we chat with Smadex CRO Phil Gontier about how a DSP born in mobile app marketing is now using CTV as a high‑impact performance channel. Phil explains how Smadex connects the “big screen” and the “small screen,” attributes installs via IP and mobile measurement partners, and optimises to D1/D3/D7 ROAS rather than CPMs. The discussion also covers the CTV supply pyramid, “net new” app‑install dollars flowing into broadcasters, and how CTV events like CTV Live and the RetailX CTV Summit are helping both sides understand the opportunity.Key discussions in this episode00:01 – Setting the scene: CTV as a performance playgroundIan introduces Phil as CRO at Smadex (described in the conversation as SmartX), with a background in mobile advertising, app user acquisition and programmatic. He frames the episode as an exploration of how that performance mindset translates into the changing world of CTV ahead of the RetailX CTV event.01:13 – What Smadex does and who paysPhil describes Smadex as a global demand‑side platform (DSP), founded in Barcelona, that plugs into exchanges and supply‑side platforms to buy inventory on mobile and increasingly CTV. Their advertiser customers are app and game developers who want to drive installs and re‑engagement; Smadex buys media to deliver those outcomes.03:33 – Connecting the big screen to the small screenPhil walks through the core use case: a viewer sits in front of a large TV while also holding a mobile phone, and Smadex serves a high‑impact CTV ad for an app or game such as Candy Crush or Duolingo. Using shared home IP addresses plus mobile measurement partners (AppsFlyer, Adjust, Singular, Kochava, etc.), Smadex attributes installs that occur within a post‑view window back to the CTV impression.06:29 – Inside the measurement complexityIan notes the messy reality of different CTV environments (Samsung TV, broadcaster apps, Sky, etc.) and varying measurement models from deep subscriber data to device fingerprints. Phil acknowledges the complexity and explains that programmatic’s power comes from aggregating many behavioural data points, layered on top of more traditional household data, to drive algorithmic decision‑making.08:25 – Deep neural networks and CTV optimisationPhil explains that Smadex uses deep neural networks, analogous to large language models, to ingest vast amounts of interaction data (what people watch, how they watch, pausing, etc.). Those models learn which combinations of signals are most likely to lead to the desired action—installing or re‑engaging with an app—and then serve the “right ad to the right person at the right time” on CTV.09:49 – Lean‑back viewing in a half‑watching worldIan contrasts the romantic idea of a family leaning back, fully focused on the big screen, with the reality that everyone is second‑screening. For traditional buyers this raises questions about attention and intent, but Phil positions Smadex’s CTV strategy as a 100% performance proposition measured on installs and post‑install value, not on proxy metrics.11:08 – Playing the pure performance gamePhil emphasises that Smadex operates firmly in performance territory: advertisers judge them on return on ad spend (ROAS) or ROI, not CPMs. He notes that the app‑install ecosystem is roughly a 100‑billion‑dollar market annually, dominated by Google, Meta, TikTok, Amazon and others, with Smadex as one of several growing platforms outside those giants.13:07 – D1/D3/D7 ROAS and the payback modelPhil explains how sophisticated app and game advertisers use prediction algorithms and day‑based ROAS metrics (D1, D3, D7, D30) to estimate payback and profitability. If Smadex can deliver, for example, a 15% D7 ROAS that maps to a 2–3 month payback period, advertisers are willing to scale their CTV investment.14:15 – Attribution, families and probabilistic realityIan pushes on household complexity: who actually deserves the credit when one family member sees an ad and another uses the app. Phil responds that programmatic attribution is device‑to‑device and fundamentally binary; an install is only credited when there is a direct connection between the CTV impression and a specific mobile device, even though many human‑level nuances sit behind that.17:48 – How Smadex buys CTV inventoryPhil distinguishes CTV from mobile: instead of hundreds of thousands of apps, CTV inventory is structured like a pyramid with premium content houses (Disney+, Hulu, ESPN, Paramount, NBCU/Peacock, Warner Bros. Discovery), scaled linear distributors (DirecTV, Sling, etc.), and free ad‑supported streaming TV (FAST) platforms like Samsung TV Plus, LG, Roku, Tubi, Pluto and Rakuten. Smadex buys via SSPs in real‑time bidding auctions and focuses on the vast pool of non‑sold inventory outside major event moments like the Super Bowl.29:22 – From remnant programmatic to direct PMPsPhil ...
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