Hi there,

Connected TV (CTV) ad spend is on track to surpass linear TV by 2027, and the measurement landscape is shifting just as fast. With programmatic capturing 93.6% of CTV display ad dollars this year, according to our forecast, marketers are moving toward real-time signals, audience targeting, and full-journey attribution.

But the shift brings new challenges. In a new report, “CTV’s Takeover Marks a New Era for Measurement and Attribution,” learn how audience targeting efficiency remains the top concern for senior marketers in CTV advertising, and why last-click attribution is giving brands a limited view of what's actually driving results. 

Best,
Emmy Liederman
Analyst, Media Content
EMARKETER

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