CTV recession proof

With a bear market upon us and the chance of a recession as high as 44%, marketers are bracing for budget cuts. Typically, marketers pull back on branding when money gets tight, retreating to superficial, measurable safe havens like search and social. But one channel that is likely to endure the recession is CTV, writes Gijsbert Pols, PhD, director of CTV and new channels at Adjust.