Navigating the Complexities of Advertising in the CTV Era

This chapter delves into the competitive dynamics of demand-side platforms (DSPs) and supply-side platforms (SSPs) within the evolving world of Connected TV (CTV). It discusses the challenges of managing advertising strategies, the potential impact of generative AI on content production, and the implications of antitrust issues on digital advertising. The chapter also reflects on traditional marketing events and emphasizes the importance of adapting to changes in the landscape to enhance advertising effectiveness.