CTV was supposed to fix this. With granular targeting, real-time delivery, and household-level data, CTV infrastructure promised a level of precision that linear TV could never match. However one of ...

Fresh research is helping advertisers to better understand how many ad exposures are required to ensure an effective campaign, writes WARC’s Alex Brownsell. Arthur Dent, the unfortunate protagonist of ...

CTV is a growth medium with a frequency problem. Ad repetition is one of the most talked-about CTV topics at trade shows. But it still hasn’t been fixed. Ad frequency is a problem at the campaign ...