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Research Paper | Advertising and Mass Media | United States of America | Volume 13 Issue 9, September 2024 | Rating: 4.7 / 10
Key Considerations for Advertisers When Choosing a Media Platform for CTV Campaigns
Abhishek Shetty
Abstract: Connected TV (CTV) advertising is rapidly gaining prominence as more consumers shift from traditional TV to streaming services. Advertisers are presented with a plethora of media platforms to choose from, each offering unique features and capabilities. This paper explores the key considerations advertisers must keep in mind when selecting a media platform for their CTV campaigns, including platform reach, targeting capabilities, data integration, creative flexibility, cost, and measurement and attribution capabilities.
Keywords: Connected TV (CTV), advertising, media platforms, audience targeting, data analytics, creative flexibility, cost efficiency, ROI, measurement, attribution, adtech, martech
Edition: Volume 13 Issue 9, September 2024,
Pages: 772 - 776