Connected TV Doesn't Offer the Best of Both Worlds Yet

Ad tech's bad actors reemerge from the woodwork as demand for programmatic TV outstrips supply

Advanced television, in the form of CTV and OTT inventory, is said to combine the best elements of traditional TV (in terms of quality media content) along with the relevance of digital (in terms of hyper targeting).

The net result is a near-utopia for the media industry, with media buyers willing to pay higher inventory prices to be better placed beside premium content, while media spend returns to the industry’s trusted content providers.

The CTV sales pitch

Well, that’s the sales pitch, at least.

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