Why US CTV needs intent-level intelligence
CTV has become one of the most attractive screens in the US media plan because it combines TV’s family-room impact with the flexibility of digital activation.
Yet look a little closer, and the picture isn’t complete.
Many of the conversations we’re hearing reflect on the vast potential of CTV but recognize this challenge.
Brands want the same audience planning precision and transparency from CTV that they expect everywhere else. Instead, we seem to be accepting that it’s OK for planners and buyers to operate blindly with CTV because it’s always been that way.