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Connected TV: Filling the Void of Dwindling Linear TV Reach
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"Connected TV: Filling the Void of Dwindling Linear TV Reach"

Each year, TV upfronts remind us of how advertisers continue to pay higher CPMs for dwindling linear audiences.

As consumers migrate to non-linear viewing environments, marketers are challenged to amass sufficient reach to meet brand-building and performance goals.  Connected TV (CTV) is a viewer destination that offers advertisers a highly targeted, low-clutter ad environment and whose audiences and ad volume have begun to dramatically scale.  By allocating a modest share of a TV budget to CTV, a marketer can compensate for declining linear ad impressions while reducing the cost for reaching its data-driven or effective target, beyond traditional age and gender metrics.

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