The Capabilities of Video & CTV Buying Need to Catch Up With Advertiser Demands

Tue, 02 May 2023 00:00:00 -0400
Leading Edge

Even though CTV is eclipsing linear TV in terms of viewer growth and data capabilities and flexibility, the ad buying mechanisms have not advanced at the same pace. Even in the streaming-centered year of 2023, non-programmatic insertion orders still account for a majority of CTV transactions.