Marketers know that connected TV (CTV) is one of the fastest-growing digital environments. 88% of US consumers watch streaming content on CTV, and 91% of CTV users watch some form of ad-supported streaming video content. Recent discussions around the shift to CTV have emphasized the importance of holistic, cross-screen strategies for measuring media quality on the platform. Despite its promise, advertisers have real concerns about in-stream ads, ranging from a lack of transparency to high CPMs, CTV fraud, geo delivery, CTV brand safety, and reach.
That’s why IAS is helping the industry tackle connected TV concerns head on, so the tremendous benefits of CTV advertising can be fully realized. Better data for insights & optimizations, flexibility, increased scale, and precise contextual targeting are all possible with the right innovations.
To get the full picture of connected TV, download Now Streaming, our in-depth guide covering everything from the basics of CTV and OTT to the ways IAS is bringing media quality to streamable content.