Connected TV (CTV) is on an upward curve. Global ad investment in TV streaming platforms grew 22.8% year-on-year in 2021, according to WARC Media, and is forecast to increase 8.4% this year - by far outstripping the 3.6% growth expected in the linear TV market. In the US, CTV spending is set to reach $21bn by the end of 2022, according to research from the IAB.
This growing investment reflects marked changes in TV consumption. Pixalate’s Ad Supply Chain Trends Reportfound that 94% of US households are now reachable by open programmatic CTV advertising,...