Spending on connected television (CTV) advertising is forecast to increase 13.8% in 2025. But is CTV a good fit for B2B advertising? Learn the advantages and disadvantages to CTV advertising in this post.

Viant is focused on building the “first fully autonomous” DSP, which trades control for performance in order to deliver outcomes throughout the funnel, especially on CTV. The company’s partnerships with CTV publishers and vast data access support its aspirations. Viant’s pricing is competitive. However, the company’s emphasis on autonomous advertising overshadows its platform’s breadth.

Benefits from CTV, commerce media, out-of-home, and audio tailwinds. CTV continues to take a share of linear TV, incentivizing ad platforms to make CTV programmatic and conducive to cross-channel planning and buying. Commerce media continues to grow globally as advertisers allocate trade, shopper, and digital marketing dollars to gain negotiating leverage with retailers and verify advertising’s revenue impact.

As a result: Competition is playing out primarily around connected TV (CTV) inventory. Display — long the anchor of digital advertising — is now in decline as the open web confronts ongoing signal loss and shrinking audiences. Meanwhile, CTV has become the industry’s engine, and adtech vendors have leaned on it as their flagship growth narrative since the pandemic-driven spike in streaming viewership.

And as publishers adopt new ad formats, like pause ads on CTVs, SSPs meet them with product developments and upgrades to accommodate. Operates under sustained efficiency and margin pressure. Most essential capabilities have long been commoditized, and SSPs can no longer earn their place in publishers’ stacks based on incremental demand alone.

In effect, CMNs empower advertisers to take risk out of CTV, display, and social campaigns through precise targeting, and, as a result, make media dollars work harder. Activate connected commerce. By decoupling audiences from inventory, CMNs turn commerce data into connective tissue enabling advertisers to effectively engage shoppers pre-, mid-, and post-purchase.

Its SSP roadmap builds on first-party addressability solutions and includes concerted pushes into commerce media and CTV measurement, modest but executable goals. As CTV, streaming audio, and commerce media gain primacy in the programmatic space, Adform’s middling capabilities are behind the curve for 2024.

The rest will supplement already growing budgets for entertainment-driven platforms like CTV, streaming audio, and social video, where consumption of content is less likely to be mediated or supplanted by genAI. Use consumer insights to ensure your channel and platform mix evolves alongside consumer media diets — reflecting where your target audience spends its time. Agentic commerce’s popularity will reduce retail media ad sales by 20%.

Roku now partners with Spaceback to help brands efficiently repurpose their social media assets into CTV creative. Influencer management company Influential partners with Adomni and GSTV to help brands distribute creator assets across digital out-of-home inventory. Invest in technology, services, and headcount for operational support.

Media channels, like linear TV, CTV, programmatic display (when bought through programmatic guarantees), and select retail media, are more suitable channels for principal media (see Figure 3). They provide broad audiences based on demographics, geographies, or contextual environments as well as ample inventory for bulk, upfront buying.