This piece of research highlights the most effective practices for planning, buying and measuring CTV and streaming campaigns, drawn from in-depth interviews, case studies, and operational insights from across the ecosystem. Despite its complexities – fragmented platforms, inconsistent metrics, complex supply paths – CTV can deliver meaningful results for advertisers who apply thoughtful and innovative planning strategies.
This study to the industry – in partnership with co-sponsors Amazon Ads, FOX, Innovid, LiveRamp, Kargo, and Spectrum Reach – is intended to serve as a useful guide to best practices in CTV advertising planning, buying and measurement.
