Viant saw double-digit growth in connected TV last quarter, with over 40% of CTV spend through Direct Access, highlighting the value of direct relationships in TV ad buying.
For TV advertising and ecommerce, the household is a better, more durable way to 'anchor' identity than cookies or device IDs, according to Viant CEO Tim Vanderhook. Retail subscriptions are evolving to include more services in addition to shipping guarantees.
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