Streaming

Streaming TV has not only become the most popular form of TV entertainment for audiences, but it has also edged out the linear broadcast for the first time this year.

While it looks like a goldmine, marketers do not have CTV completely figured out yet. In fact, some CTV marketing practices still resemble those from five years ago.

The past year has not been kind to digital media. From the (now-delayed cookie-apocalypse) to Facebook’s continual political troubles to increased scrutiny on digital privacy, it’s safe to say digital media has not had a good 2021.

While this has been going on, connected TV (CTV) – which is free from third-party cookies – has seen its viewing figures increase in a massive way, growing by four billion hours per week in early 2020.

To realize its true potential in this time of growth, CTV must glean lessons from the journeys of other digital channels as we head into a privacy-first future.