In today's shifting TV landscape, advertisers are navigating a dynamic mix of opportunities and challenges, particularly when it comes to connected TV (CTV). With the rise of over 32,200 linear channels and 89 streaming video sources in the US alone, viewers have unprecedented access to a vast array of content.

This explosion of options has revolutionized media planning. According to a recent report from Nielsen, US marketers reallocated 45% of their ad budgets to CTV in 2023. With so much on the line, advertisers need to get it right. In this blog, we'll explore the complexities of CTV advertising and outline strategies for advertisers to navigate this fragmented landscape successfully.