CTV vs linear

It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.

Advertisers new to CTV often approach streaming buys the same way they approach linear: By focusing on large-scale inventory from only the biggest providers instead of focusing on their audience. This strategy tends to overlook the unique advantages CTV offers, writes Marrika Zapiler, director of advanced TV at Marketing Architects.