The first steps toward making connected TV advertising smart, simple and accountable

Dave Morgan

Examines the complexity of connected TV (CTV) in the US and discusses steps toward making it smart, simple and accountable.

Connected TV

This article is part of a series of articles from the WARC Guide to connected TV. Read more

Why it matters

The rise in CTV viewership in the US, and in much of the world, demands that brands consider the channel, but they should also note that right now, as an emerging medium, CTV is rife with complexity and expected growing pains.

Takeaways

  • According to Nielsen, 81% of the US's 121 million TV households now have at least one device connected to the internet, and 28% of TV viewing today is streamed.
  • CTV holds promise because...

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