Marketers Want Precision Targeting With CTV, and They're Getting It

Data is the key

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The Covid-19 pandemic forced an already shifting industry headfirst into streaming.

Adweek’s Mollie Cahillane talked with Ashwin Navin, cofounder and CEO of Samba TV; Ashish Chordia, founder and CEO of LG Ads; and Travis Hockersmith, vp of platform business at Vizio about the changes connected TV have undergone during the pandemic and how that impacts the future of audience measurement.

As movie theaters closed, production houses shut down and live sporting events were canceled, consumers were forced to flip through OTT options, leading to tremendous growth in streaming.

Hockersmith said that 50% of time spent on Vizio TVs is on streaming content—a figure that increased significantly during the pandemic.




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