Connected TV
This article is part of a series of articles from the WARC Guide to connected TV. Read more
TV is changing. There’s never been more content to watch or more ways to reach viewers. CTV is becoming the new platform of choice, because it offers a viewing experience untethered from linear TV’s constraints. With CTV’s increasing penetration – new research released by the Interactive Advertising Bureau (IAB) predicts it will hit 36% of time spent by year-end– it has finally come into its own for marketers too. CTV ad-buying strategies include buying ad inventory through...