# What are the key factors to evaluate in CTV advertising platforms for audience targeting?

Hey G2 reviewers, researchers, and category folks who cover CTV advertising, I want to ask how to judge one: what are the key factors to evaluate CTV Advertising Platforms when audience targeting is the job? Laying out what actually matters for audience targeting, since CTV has no cookie-based targeting to fall back on, a few things stand out:

Identity resolution: how the platform matches a household or device to a known identity across CTV apps, since there's no shared browser cookie doing that work. Ask what identity graph sits underneath and how it maps devices to households, because that answer decides whether your targeting is real.
First-party data activation: whether you can onboard your own lists and CRM segments, and what match rates look like on your data rather than the demo's. List-based targeting is among the most-praised capabilities in this category's G2 reviews.
Measurement standards: IAB-aligned measurement (viewability, completion rate) so the numbers are comparable across platforms rather than each vendor grading its own homework. Reviewers consistently praise tracking pixels that attribute results beyond impressions.
Segmentation depth: how granular the audience segments actually get before you're just buying broad demo-based inventory with a CTV label on it

In this category's Grid data, MNTN Performance TV and StackAdapt post the strongest reviewer scores on that specific dimension, worth a look at what reviewers say drove that if you're weighing this criterion heavily.

Which of these factors can actually make or break a campaign, or is there something else entirely that doesn't show up on this list above? I want to figure which criterion exposes the biggest gap between the demo and the first live campaign.

##### Post Metadata - Posted at: 17 days ago - Author title: Tech Consultant - Net upvotes: 1 ## Comments ### Comment 1 <p>I’d add frequency management to the evaluation criteria. Strong targeting is valuable, but understanding how often the same household is reached across CTV inventory can make audience strategy much more effective. I’d be curious to hear how MNTN Performance TV and StackAdapt compare on frequency management once campaigns start scaling.</p> ##### Comment Metadata - Posted at: 17 days ago - Author title: Writer ## Related discussions - [How well does Trello scale into a larger team?](https://www.g2.com/discussions/1-how-well-does-trello-scale-into-a-larger-team) - Posted at: over 13 years ago - Comments: 6 - [Can we please add a new section](https://www.g2.com/discussions/2-can-we-please-add-a-new-section) - Posted at: over 13 years ago - Comments: 0 - [Quantifiable benefits from implementing your CRM](https://www.g2.com/discussions/quantifiable-benefits-from-implementing-your-crm) - Posted at: over 13 years ago - Comments: 4