CTV Ad Buying: A Murky World
Agencies and buyers need protection when it comes to connected TV (CTV) ad buying, as the industry is filled with confusion and misperceptions.
CTV advertising is crucial, as streaming video viewing on TV has changed the linear TV landscape and offers a combination of TV advertising's impact and reach with digital advertising's targeting, measurement, and interactivity.
Despite its importance, there is a significant gap between perception and reality in the CTV ad world, making it challenging for brands to navigate.
CTV advertising is becoming a critical pillar in the premium video media plans of major brand advertisers.
Author's summary: CTV ad buying needs clarity.
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