The Evolving Landscape of TV Advertising

This chapter discusses the shifting dynamics in both programmatic and traditional advertising, focusing on the rise of smaller advertisers and their impact on publishers. It highlights the role of generative AI in creative advertising, the challenges faced by local businesses, and the transition to Connected TV (CTV) as a democratizing force in the advertising space. Additionally, the need for effective attribution models and the interplay between OEMs, retail media, and consumer engagement are explored.