Business outcomes are now the most important KPI for determining success with digital video ad spend, emphasizing the shift towards performance-driven metrics.
Advertisers are leveraging video content for both top-of-funnel and lower-funnel campaigns, focusing on tangible outcomes across social video, online video, and CTV.
"We're in a performance world now. Business outcomes are more important than they've ever been," emphasized Chris Bruderle, the IAB's VP of industry insights and content strategy.
Programmatic transactions dominate CTV spending, accounting for three-fourths of transactions, with varied distribution among ad networks, open exchanges/DSPs, and PMP/preferred deals/programmatic guaranteed.
Collection
[
|
...
]