TV has undergone a major transformation, both in content and
delivery of that content, over the past 80 years. From the first
linear TV ad airing in the 1940s to personalized ads served
programmatically via connected TV (CTV) and over-the-top (OTT), one thing
remains consistent: consumer attention is the holy grail for all
advertisers.
Research shows consumers are highly engaged with television as
an entertainment medium. According to eMarketer, U.S. adults spent
an average of...