A study from Cadent, Brand Innovators and TV[R]EV shows that CTV, addressable and advanced advertising are poised to play a major role in the next wave of growth in the TV advertising ecosystem.
Seventy-two percent of survey respondents said that in two to five years, CTV and other data-driven TV methods of advertising will be critical in reaching brand audiences. Sixty-six percent of respondents said an audience-first TV buying approach will be table stakes in two to five years.
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