By Kendra Barnett

The surge in new ad formats on connected TV is intensifying the need for uniform formats that deliver consistently strong performance.

Today, connected TV (CTV) media buyers are traversing a complex, fragmented ecosystem. While challenges with targeting and cross-screen measurement abound, a smaller – but still significant – logistical challenge is navigating the various ad specs and formats across different platforms. Major CTV players, such as Hulu, Netflix, Roku, Peacock and Paramount+, set their own parameters – and adapting creative across this patchwork of requirements can drain time and resources for advertisers.

And the proliferation of new ad formats – including Read full story ›

Source: The Drum