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Black Friday is still a couple days away, but for ad-supported streaming services and connected TV platforms, this holiday advertising season is already its biggest, longest and busiest one ever.
That’s good news for the fast-growing streaming landscape, which has already had a record year in both audience growth and marketing investment due to Covid-19. As this unusual (and extended) holiday shopping season continues apace, ad-supported streamers are capitalizing on a confluence of advantages—lengthy sales, retailers’ emphasis on online shopping and a need for precision—all helping buoy connected TV and streaming as a marketing vehicle for both direct-to-consumer brands and big-box retailers.
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