Brands are rethinking their CTV strategies as the channel matures

Chance Johnson, Chief Commercial Officer, Nexxen

CTV has been a driving force in the media and advertising industries for years, but the conversation has shifted as challenges and barriers have eased. Recently, CTV has become less of a gamble for both broadcasters and brands.

In the past, concerns about quality inventory, audience reach and content fragmentation across CTV platforms have made it challenging for advertisers to execute cohesive campaigns and effectively reach desired audiences. 

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