Mass consumer adoption of connected television (CTV) devices, alongside much-needed improvements in the delivery, targeting and measurement of ads, has led many to expect a surge in spend in addressable TV advertising in the coming years.
Definitions of CTV vary across the industry. In its simplest terms, it refers to a television screen that is connected to the internet. This can be achieved in numerous ways, including through ‘smart’ TVs with in-built operating systems, via plug-in devices and dongles, or by using video games consoles. Viewers can use these devices to consume content via a multitude of video...