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The Future of Connected TV Advertising

Santosh ·

CTV: bridging TV and digital

Connected TV combines television-scale reach with digital targeting and measurement. As viewers migrate to streaming platforms, advertisers must re-think creative, pacing, and measurement.

Creative and formats

CTV creative tends to be longer-form and designed for big-screen contexts—focus on visuals, pacing and audio clarity to communicate effectively in living-room environments.

Targeting and measurement

  • Household and contextual targeting are common when device identifiers are limited.
  • Measurement mixes publisher reporting, device-graph matching and randomized tests to prove incrementality.