linear CTV

TV is not dead, nor is it dying. It is in an evolutionary state. But for CTV and linear to remain relevant and co-exist, measurement needs to evolve, just like the TV product. And we should be applying the same audience-first approach to measuring impact across linear and CTV with one, equivalized currency for both, writes Michele Madaris, media director at Boathouse.

Ask five people about the potential of connected TV (CTV) and you’re likely to get 10 different answers. That’s because CTV is massively misunderstood, even though it’s one of the fastest-growing channels in digital advertising, writes Michael Tuminello, VP of strategy at Mediaocean.