"Major brands wanted to reach large audiences, and all they needed to do was choose among a group of three to four networks and maybe 10 to 20 major programs".
"Today, the long-term viability and utility of TV 1.0 for advertisers is being questioned, as advertisers migrated to social, search, and retail media".
"The CTV marketplace... is bringing simplicity back to TV ad buying, improving the efficacy of dollars, and benefiting advertisers and publishers alike."
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