CTV has rapidly become a favoured channel for marketers over the past four years, with nearly 50 million households now accessing the platform. The demonstrated effectiveness of CTV advertising, evidenced by increased keyword searches and product purchases following ad exposure, has solidified its appeal for both media buyers and programmers. However, the current CTV ecosystem presents challenges. Media buyers struggle with accurate measurement and attribution, while programmers seek innovative solutions to enhance audience engagement. How can the industry collaborate to address these challenges and unlock the full potential of CTV advertising through features like shoppable content, QR codes, cloud gaming, and other interactive experiences that benefit both advertisers and viewers?

• Aligning measurement metrics to address the variance starting from legacy TV media buyers to Performance marketers. Where is the money & growth coming from?
• AI for personalization of content – How can we move faster towards an audience of ONE?
• Passive to active user engagement scenarios to improve consumer adoption & time spent.