The rise in streaming usage has fueled a concurrent rise in connected TV (CTV) access. CTV reaches 141.9 million adults in the U.S. every week—more than 67% of the adult population.

CTV advertising offers data-driven marketers an extremely unique proposition: the scale and influence of linear TV with the precision and personalization of digital. This creates a convergence of planning, optimization, and measurement approaches that can be combined to unlock the benefits of CTV.

Check out this guide to learn how to:

• Find the optimal balance for CTV in your omnichannel media plan
• Make data-driven budget allocation decisions
• Leverage CTV optimization tailored to each provider
• Adjust your audience strategy to CTV's strengths
• Get savvy about deduplicated measurement