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