The explosive growth of CTV and other digital video channels is changing the way buyers are thinking about advanced TV (ATV).
ATV presents a robust set of opportunities for data-driven advertising and measurement. As such, the roles of linear and ATV are changing in the buyer’s media mix. And the efficiencies and targeting capabilities are pushing ATV front and center.
Does that mean ATV is going to supplant linear in buyers’ marketing strategies? Well, it’s more complicated than that – and buyers need to understand how to successfully manage and optimize across both linear and streaming.
