CTV is a disrupter, CTV shifts power from media companies to marketers.
https://bit.ly/36c1OyF Link to Media Post article
CTV- Advanced targeting, Efficiency, Effectiveness, Measurement, Attribution... is far superior to traditional linear TV | Cable advertising. TV | CBLE budgets are being impacted now and it will continue. BMO Capital estimates CTV will grow at an annual rate of 223% through 2030.