As consumers continue cutting the cord and Connected TV (CTV) inventory expands, programmatic technology is keeping pace. These developments have already unlocked exciting opportunities for advertisers, many of whom are experiencing the benefits on The Trade Desk’s platform. Thanks to strategic investments and partnerships in the last year, brands can connect with their audiences in more meaningful and measurable ways.
There’s no doubt about it: CTV is part of the bedrock of today’s media landscape. According to some forecasts, streaming TV is set to grow by 12.9% this year and to overtake linear TV ad revenue by 2029.1 CTV should be the first channel added to any media plan.
We spent last year making sure that brands and advertisers have the tools necessary for capitalizing on this explosive market. Let’s look back at our 2024 milestones — from our groundbreaking partnerships with Disney, Netflix, and Roku, to our cutting-edge tech that supports local targeting and omnichannel buying — then consider how your CTV campaigns can achieve greater addressability and impact in the future.
CTV innovations
Riding the momentum of CTV’s growth
2024 was a transformative year for CTV — and the growth isn’t slowing. This year has already seen important developments in the space, including the migration of sports streaming to CTV, and we’re poised to help brands and advertisers make it another marquee year.
So, what’s next?
Ventura is a new streaming TV operating system that aims to combine cutting-edge tech with the world’s best content to create better experience for advertisers, publishers, OEMs, and consumers alike. Advertisers and publishers can benefit from Ventura’s support of a cleaner supply chain with OpenPath and UID2 integrations.
We’re also working hard to ensure that the media buying marketplace is as transparent and trustworthy as possible. Inventory deals are critical parts of the digital media supply chain, which can be opaque and lack key spend-optimization features. Kokai has new inventory workflows that help provide enhanced functionality as well as deliver greater visibility and control. New in-platform data and insights are giving advertisers awareness of the value and quality of their deals. Our 2025 vision on this front is to create a high-quality marketplace that brings advertisers and publishers together so that both can succeed.
Looking for ways to capitalize on CTV’s promise? Contact us or reach out to your account representative today.
This information is provided solely for background and is not a representation or guarantee of any future performance.
Sources:
1. GroupM, 2024 global end-of-year forecast.