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Identity Tools Will Be Essential To Transforming TV Ad Measurement

October 31, 2022

We’re in a new era of television. Consumers have embraced streaming and other forms of advanced TV (ATV), putting streaming on a path to becoming the main way of watching TV in the next two to three years. Brands have stamped their approval by shifting ad dollars to more advanced forms of TV as well.

According to the IAB’s 2021 Video Ad Spend & 2022 Outlook report, connected TV ad spending is projected to increase by 39% in 2022, surpassing $21 billion.

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