Roku could start running ads every time you pause a blu-ray. Plus, the kickbacks required to play in the retail media market might eventually shut out all but the biggest brands.
Streaming services that monetize with ads must prioritize engagement first and foremost. But programmers and investors alike named engagement as one of the top challenges of streaming profitability.
CTV advertising is evolving from prepubescent into a profitable industry, so expect the nascent trends of last year – namely, a focus on measurement and data, transparency, targeting and programmatic – to shape CTV’s next phase of life.
Hulu might have a tolerable frequency rate, but it also has a much higher ad load than many of its streaming service competitors.
