The year-end frenzy of data, deals and digital divination about connected TV has painted an outsized vision of how this internet-based delivery system is overhauling the video ecosystem.
Undeniably, CTV—and its hardware and programming components—is already affecting advertising strategies and encouraging re-evaluations of content and equipment opportunities. The lure of customized/targeted video ads has been the Holy Grail for decades, and true believers are now putting their faith in CTV.
(TV Tech)