Programmatic Buying with Household-Level Targeting Comes to Cable
Budgets are following eyeballs as younger, coveted audiences flock to CTV
Marketers buying addressable live linear TV alongside CTV, targeting the same strategic audience and putting controls in place to avoid duplication.
Over time, all TV content will be IP delivered, blurring the line between what we know now as traditional linear and what is streaming.
While there are still challenges to work out with regards to measurement between linear TV and streaming TV, holistic measurement can be done.