IAS：2024年掌握联网电视（CTV）变现的艺术：卓越CTV广告时段策划策略白皮书（英文版）

Over half of US households have embraced the cord-cutting wave. Amidst the streaming revolution, the hurdle of scarce addressable inventory in programmatic CTV advertising will be a thing of the past. For streaming publishers, the game-changer lies in curating exceptional CTV ad breaks that maximise revenue. Unleashing maximum growth calls for mastery in two critical areas: QUALITY VIEWING EXPERIENCE Elevating CTV ad breaks to deliver the richness viewers expect, drawing inspiration from expe