Marketers are shifting focus from solely programmatic buying to integrating data as a core strategy in CTV advertising. As the landscape evolves, precision in targeting is complemented by real-time engagement within live events. CTV, now the new prime time, offers advertisers unique moments that enhance brand equity and measurable performance through contextual relevance. Data facilitates a holistic approach, enabling greater audience personalization and engagement across platforms, thus collapsing traditional marketing funnels and enhancing integrated strategies.
Data is becoming the thread that connects brand equity and performance, shifting from a mere targeting tool to a comprehensive strategy for planning and measuring outcomes.
Live events on streaming platforms create unskippable, high-attention environments, allowing brands to engage in real-time and connect contextually with their audiences.
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