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Pick up just about any survey or predictions paper for the advertising industry in 2020, and it can all feel like a case of whiplash: excitement over connected television and caution around privacy legislation.
As a measure of the technology’s growth, the few remaining publicly traded ad-tech companies used their latest earnings calls to speak effusively of how CTV is spurring their fortunes and point to independent analyses to back this glowing outlook.
However, the rising tide of privacy has also ushered in a mentality of “caution first” among some in the media landscape, as legislation across the globe underlines the importance of data stewardship.
In the CTV space, U.S.