Decoding connected TV measurement

A summary of research by Innovid and the Association of National Advertisers (ANA).

As the industry adjusted (and continues to readjust) to impacts of the pandemic, one silver lining shines bright: the innovation surrounding connected TV (CTV).

The statistics prove the medium’s popularity, as CTV ad spend is expected to exceed $11bn and reach four-fifths of US households this year. As we prepare for what might be an unpredictable fall, this growth seems to be long-standing – predictions say CTV ad spend will