Why CTV’s the Hottest Marketing Channel of the Year
The Marketing Architects
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Evolution and Challenges of Connected TV (CTV)
The chapter explores the history and development of Connected TV (CTV), from its origins in Japan to the current landscape of on-demand content and streaming services. It highlights the complexities of CTV advertising, focusing on the differences between buying ads directly versus programmatically, the challenges of inventory sources, and the impact of platform fragmentation on pricing and measurement. The conversation also covers the importance of accurate targeting, data privacy considerations, and the shift towards contextual targeting and first-party data in CTV advertising.
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