"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."
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.
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