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.
Verizon Media sees advertisers leverage CTV as part of their omnichannel strategies. CTV is driving a lift in conversions when combined with other formats.