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1. smart TV advertising
The Role of CTV Advertising in the Shift Towards Digital and Streaming
Media
The rise of digital and streaming media has had a significant impact on the role
of CTV advertising. As consumers become more accustomed to using these
digital services, they are increasingly turning away from traditional television
services and turning to streaming services such as Netflix, Hulu, and Amazon
Prime. As a result, CTV advertising has had to adjust to the changing landscape
of television.
In particular, CTV advertising has begun to focus more on targeting niche
audiences in order to better cater to streaming users. This includes leveraging
data-driven targeting tactics to ensure that ads are more closely tailored to the
interests and behaviours of individual viewers. Additionally, CTV advertising has
shifted away from traditional ad formats, such as 15-second or 30-second spots,
to more engaging, interactive formats, such as branded content and interactive
video ads.

2. Finally, CTV advertising has begun to focus more on the overall customer
journey, rather than simply targeting viewers with ads. This means that
advertisers are now leveraging the data insights provided by CTV advertising to
build more meaningful relationships with their customers. This data can be used
to better understand customer needs and preferences, and create personalized
ad experiences that are tailored to each individual user.
Overall, the shift towards digital and streaming media has had a significant
impact on the role of CTV advertising. By leveraging data-driven targeting
tactics, interactive ad formats, and insights into the customer journey, CTV
advertising is now better able to engage with streaming viewers and build more
meaningful relationships with them.