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1. Connected 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.

3. 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.
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.

4. 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.