Omnicom Media Group Calls for Better CTV Standards

The agency calls for a renewed approach from supply-chain providers


Connected TV is widely regarded as the most dynamic channel in the media industry with buyers spending close to $10 billion to serve ads on such screens.

Media agency Omnicom Media Group (OMG) cites figures forecasting that U.S. CTV-spend will top $13.4 billion this year, representing a 50% year-on-year growth rate, but amid such heady times the media buying giant is also asking for better assurances from suppliers.

To mark this stance, OMG is launching the CTV Signals Standardization Initiative.

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