Whitepaper - Understanding CTV

COVID-19 has completely changed the world. Fueled by lockdowns and restrictions, consumers’ TV consumption behaviours have significantly shifted towards on-demand TV from scheduled airtime TV. In 2021, 63% of all time spent on TV is on online streaming, and approximately 80 minutes per day is spent on advertising-based video on demand (AVOD). Connected TV, or CTV, is the underdog which has morphed into the hottest topic in AdTech – and with good reason.

In this paper, you’ll learn about strategies to leverage on the CTV space to reach households and individuals and boost return on ad spend, including:

• selecting the right data vendor and attribution partner,
• collaborating with the right ID resolution provider,
• developing ads your target audience will engage with, and
• addressing privacy concerns in the CTV advertising space.