As advertising has become increasingly obsessed with “outcomes,” nearly every channel has been re-cast as a performance channel. CTV is no exception. Now, “Performance CTV” has emerged as a convenient ...

Consumers don’t experience media in silos. They might stream a live game on their TV, scroll social feeds during halftime and research products on their mobile device later that night. For advertisers ...

TV broadcasters are moving at an accelerating pace down the NextGen TV track, well ahead of any opportunity to leverage ATSC 3.0 at mass audience scale. Propelled by surging connected TV (CTV) ...

CTV has become one of the fastest-growing categories in advertising. With spend surging and platforms multiplying, the term itself is starting to stretch in ways that raise real concerns. What began ...

Connected TV promises the best of both worlds, yet it behaves like neither traditional TV nor true digital. Marketers who stop forcing CTV into familiar frameworks will be the first to unlock its ...