Connected TV advertising is still its infancy when compared to search, display, and social. Advertisers are slowing realizing the potential opportunity in CTV while masses of traditional TV viewers make the shift to streaming on-demand platforms. Even the largest big-box retailers have taken notice and are quickly looking to CTV as a valuable medium to reach more consumers.
With companies feverishly looking to build or expand video services, the battle to own the future of TV is escalating for media players yearning to take advantage of valuable audience data.
Read Ryan Christiansen’s column “Retailers Race To Own A Piece Of CTV’s Future” on AdExchanger.com