Did you know brand recall increases when viewers see an ad on TV AND streaming? Download "A Practical Playbook for Multiscreen TV" to learn more. Sponsored by EffecTV.
Almost every programmatic player has cast a line in the CTV ocean, hoping to reel in a piece of the $65 billion in linear media spend that many view as up for grabs in the new streaming reality. Their hooks carry the same bait that provoked earlier waves of programmatic adoption: identity, automation, perfect measurement.
Those efforts have begun to pay off. The Trade Desk’s CTV revenue grew 100% in the third quarter of 2021. Magnite reported CTV revenue growth of 50% during the same period.