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Delivering Better CTV Ad Experiences for Viewers & Media Buyers Alike


The CTV advertising ecosystem continues to evolve amid surging viewership, giving rise to new challenges, opportunities, and trade-offs for media buyers and sellers. 

Connected TV (CTV) advertising is set to reach nearly $35 billion in spending in the U.S. by 2025, according to eMarketer, with an increasing share of dollars flowing through programmatic. Amid this growth, some teams are pushing to deliver the best viewer experience, while others prioritize workflow across the buy- and sell-side. 

To shed light on the latest opportunities, trade-offs, and trends in the CTV advertising space, Beachfront teamed up with Cynopsis to curate a panel discussion for the September 2022 THAT BIG TV Conference. During the panel discussion — which is available for on-demand viewing above and here — leading executives from Beachfront, MediaOcean, Roku, and Publicis shared their thoughts on the state of the viewer ad experience in CTV, and provided in-depth insight into key priorities on both the buy- and sell-side.

We encourage you to check out the session above. If you have any questions from the discussion, or if you would like to learn more about how Beachfront is helping leading media owners deliver exceptional viewer ad experiences in CTV, please reach out to us: