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Despite growth, CTV is ‘not a perfect science,’ making it hard to justify prices
digiday.com/media-buying/despite-growth-ctv-is-not-a-perfect-science-making-it-hard-to-justify-prices
Earlier this year, eMarketer predicted that year-over-year growth in U.S. CTV media budgets would reach 17%, surpassing $33 billion, with the acceleration in ad spend finally exceeding the increase in time spent with CTV (7%).
However, while advertisers begin to catch up with viewers’…
This story appeared on digiday.com, 2025-07-22 04:01:00.