In a short period of time, CTV has gone from questionably viable to widely desirable. It's the fastest-growing ad channel in the US, projected to increase by 22.4% to reach a total of $30 billion in 2024 ( CTV Advertising Explained: Benefits, Stats, Platforms & How to Buy).
US agency/marketing professionals consider CTV to be a 'must-buy' channel, according to the Interactive Advertising Bureau (IAB) and Advertiser Perceptions. It's critical that publishers understand how to maximize their inventory and differentiate their offerings to break through the noise.
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