- Savvy marketers have migrated from siloed TV and digital plans to integrated CTV strategies that gain incremental reach beyond linear. Traditional TV advertising has not evolved to meet the reality that ‘watching TV’ now means content can be accessed from multiple sources at any time.
- Targeting methodologies are still being developed, but they offer the promise of reducing some of the wastage associated with traditional TV buying and opening the door to advertisers with smaller budgets.
- While some publishers and tech players may well have excellent data sets to enable micro-targeting on CTV, it is essential that CTV respects the...
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