PebblePost Expanded into Connected Television Advertising
Georgia Wray Norsten — July 18, 2025 — Business
References: pebblepost
PebblePost launched its 'Performance CTV' product, marking a major platform expansion from its core programmatic direct mail business into connected television advertising. The new offering leverages the company's access to over $100 billion in annual transaction data to deliver precise targeting and measurement across nearly all U.S. streaming households, achieving an average 23 times incremental return on ad spend and a 36% lift in conversion rates. Unlike traditional CTV solutions that focus on awareness metrics, PebblePost's approach utilizes verified purchase data from hundreds of brands to build audiences and optimize campaigns based on actual transactions, rather than proxy metrics such as clicks and views.
The platform addresses the fragmented CTV market by providing unified measurement and incrementality testing through deterministic identity resolution. This convergence of direct mail expertise with connected TV represents a new category of omnichannel performance marketing.
Image Credit: PebblePost
The platform addresses the fragmented CTV market by providing unified measurement and incrementality testing through deterministic identity resolution. This convergence of direct mail expertise with connected TV represents a new category of omnichannel performance marketing.
Image Credit: PebblePost
Trend Themes
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Data-driven Advertising — The shift towards utilizing verified purchase data for building audiences indicates a growing trend in data-driven advertising that prioritizes measurable outcomes over traditional proxy metrics.
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Omnichannel Marketing Evolution — The integration of direct mail expertise with connected TV demonstrates an evolving trend in omnichannel marketing strategies that deliver seamless cross-platform consumer experiences.
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Unified Measurement Systems — Addressing the fragmented CTV market through unified measurement systems signifies a rising trend in standardized analytics to enhance advertising efficiency.
Industry Implications
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Connected Television — The expansion into connected television advertising highlights a disruptive opportunity for CTV platforms to differentiate themselves with transaction-based targeting capabilities.
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Programmatic Advertising — Incorporating deterministic identity resolution in programmatic advertising showcases how the industry can revolutionize audience targeting accuracy and campaign measurement.
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Data Analytics — Innovations in utilizing transaction data for precision targeting and optimization reveal transformative potential for the data analytics industry to further refine marketing strategies.
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