The rise of programmatic advertising has given networks and buyers more flexibility to sell and buy spots.
Data-informed addressability through CTV allows advertisers to cherry pick which audiences they want to get in front of.
Some of the common metrics used by brand advertisers include cost per completed view, number of households reached and impressions served.
More and more marketers are activating their upfronts buys programmatically.
Marketers buying addressable live linear TV alongside CTV, targeting the same strategic audience and putting controls in place to avoid duplication.