TV's Landscape Is Evolving, and Marketers Need to Adapt

CTV and traditional are on path to collide

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Three years ago, our management team was debating how we should enter the television space. At the time, the majority of our revenue was in digital and programmatic. We were trying to answer the questions, “How does a demand-side platform add value for TV buyers?” and “Where would programmatic and TV intersect?” Should we aggregate local spot inventory? Generate media plans to help buyers allocate national TV dollars? Try to reshape the Upfronts?

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