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

How to Cite?: Abhishek Shetty, "Key Considerations for Advertisers When Choosing a Media Platform for CTV Campaigns", Volume 13 Issue 9, September 2024, International Journal of Science and Research (IJSR), Pages: 772-776, https://www.ijsr.net/getabstract.php?paperid=SR24909014311, DOI: https://dx.doi.org/10.21275/SR24909014311