Why Addressable TV and CTV Need to Coexist in a Cross-Screen World

Defining addressable TV today

By Elsa Blumberg, Charlotte Lipman

The convergence of traditional television and digital video presents unique opportunities for marketers but also adds a layer of complexity. The goal for advertisers is to get away from siloed approaches when it comes to media selection, as the current landscape enables companies to reach audiences whenever and wherever they may be consuming content.