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Close to tipping point for connected TV advertising

The year 2018 ended with connected TV (CTV) advertising established as a vibrant sector in its own right intersecting both the digital and traditional linear markets. This is having some possibly unintended consequences, notably a boost to the traditional 30 second spot ad which had been sagging slightly on the back of rampant cord cutting, especially in the US which accounts for about 35% of global TV advertising. The year had begun with CTV advertising still in the blocks despite rapid growth in access through such devices, which include conventional TVs connected via dongles, gaming consoles or various boxes, as well as smart TVs. In the US advertisers were spending about $70 billion on TV but under $2 billion on…

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