Connected TV Has Come of Age. Now What?

Once considered an experimental channel that made up a teeny slice of marketing budgets, Connected TV (CTV) has become essential to omnichannel success. But it didn’t happen overnight — while consumers gleefully cut the cord, advertisers were slow to follow their audiences to streaming. Now, not only has the gap between time spent and ad spend started to close, but marketers are changing the ways they use CTV as they explore the full performance capabilities of the channel.