2025 Contextual advertising report

The connected TV (CTV) landscape is an ever-growing ecosystem of platforms and channels that is steadily growing its share of the TV pie. As the future of television, CTV is also an increasingly important part of the advertising landscape. For many, however, a lack of insight into CTV inventory and concerns about ad placement leave more questions than answers about the efficacy of the channel.

34% of CMOs say it's tough to understand the value of the new video landscape

-Dentsu December 2024 ad spend survey

As much of the advertising across the CTV landscape is handled programmatically, program metadata provides the much needed transparency to drive addressable advertising at scale. And when program data is paired with TV schedule data, programmatic systems have greater transparency into CTV inventory that helps distinguish the most premium video programming, such as live sports and TV show premieres.

The television remains a mainstay for media consumption, but the box itself has evolved into a vessel that delivers anything the internet has to offer to entertain viewers. That connectivity unlocks the full potential of privacy-forward addressable advertising, facilitating personalization and relevance at scale.