The CTV measurement conundrum that creates more questions than answers
In a complex landscape that includes streaming platforms, it’s harder than ever for marketers to get a solid grip on how their ads are performing on...
Connected TV is among the fastest-growing channels in digital advertising today. Recent reporting projects that it will grow over 48% this year representin
Connected TV is among the fastest-growing channels in digital advertising today. Recent reporting projects that it will grow over 48% this year representing a $13.41 billion advertising market.
For retail advertisers, this presents a significant opportunity. At the same time, given the recent changes sweeping across the digital advertising industry, digital retailers face an unusual combination of challenges over the coming months: IDFA is phasing out, cookies are going away, Facebook is more expensive than ever and Amazon’s ever-changing policies and economic structures pose uncertainties. Meanwhile, paid search is expensive and has limited potential in terms of scale.
With all of these headwinds, CTV represents a scalable marketing channel with increasingly powerful and effective targeting and measurement capabilities similar to digital. There are seven fundamental ways to frame the channel’s growth.
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