Here’s Why CTV Isn’t Working For Performance Marketers
Most performance marketers’ experience with connected TV starts with sticker shock and ends with broken promises.
It wasn’t supposed to be this way. When CTV burst onto the scene as the holy grail of reach and targeting, eyes popped at the rates quoted by the big CTV players. Marketers held out hope that the promise of hyper-targeting would make the high costs worth it.
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