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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"
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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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