Beyond the Hype, What Does CTV Hold for Marketers?

"As consumers shift from linear television to streaming services and platforms, marketers are largely celebrating the immense potential of addressability in Connected TV (CTV) advertising. Serving different streaming viewers different ads based on their audience persona can drive superior results in specific segments and power advanced attribution.

But CTV is still a relatively new channel for marketers. How is inventory on the channel really bought, sold, and tracked, and where are those deals most favourable to buyers? What is the state of CTV CPMs? And where should marketers focus their attention this year to reap the emerging benefits of the channel?"

Read more from Basis Technologies' Tyler Kelly in New Digital Age.