For viewers, it’s all just television. For advertisers, what was once a simple process can now feel like a complex math equation. Which helps explain why the dollars still haven’t followed the eyeballs to CTV.
Our new free report, The State of CTV Advertising, examines what’s making CTV advertising so difficult, including the struggle to reach and measure audiences. We also look at how new non-interruptive ad formats are creating opportunities for advertisers and publishers, and what we realistically can expect to change by 2030. And where some work still needs to be done.
Download the report to learn:
- Why ad dollars don’t automatically follow eyeballs. How lighter ad loads and the continued separation of TV and digital buying shape where the money goes.
- What Feudal Media means for advertisers. Why reaching audiences across disconnected streaming services too often means showing more ads to the same people while missing everyone else—and what better deduplication would accomplish.
- Why replacing Nielsen hasn’t settled the measurement debate. How co-viewing complicates digital measurement assumptions, and why the fight over program-level data is as much about protecting the value of a publisher’s library as it is about transparency.
- What contextual targeting can actually deliver. How matching ads to what viewers are watching can reduce reliance on personal data, where inconsistent content descriptions get in the way and why advertisers still need to measure reach and results.
- Why the TV interface is becoming prime advertising real estate. How home screens can help reach the viewers who pay to avoid commercials—and why platforms need to resist turning every available surface into another ad.
- How AI could bring a new set of advertisers to television. Why affordable creative and self-serve tools give local and mid-sized businesses a reason to move some of their search and social budgets to CTV.
- What’s likely to change by 2030. Why a “Return to Planet Nielsen” is unlikely, why CPMs and GRPs don’t make sense anymore, which improvements are within reach and why getting them done will depend on who stands to benefit—and where buyers spend their money.
Download The State of CTV Advertising for FREE thanks to our sponsors Magnite and TiVo Ads.
