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Where Creative & Tech Meet Scale: Charting the Course for "CTV 2.0"


Connected TV (CTV) adoption continues to grow among audiences and advertisers alike. As this growth continues, what’s necessary for CTV to establish itself as a mature medium where creativity and accountability can thrive? 

According to eMarketer, CTV ad spend in the U.S. is expected to exceed $30 billion by 2025. Despite this projected growth, there’s still a lot of work needed as the medium continues to evolve. Enhancing the ad tech infrastructure in CTV and effectively catering to the needs of viewers will help the industry unlock the full potential of “CTV 2.0.”

To provide insight on the opportunities CTV offers to both viewers and advertisers, Beachfront’s CEO, Chris Maccaro, recently joined a panel discussion at this year’s Cannes Lions. Alongside Infillion’s Christa Carone and LUMA Partners’ Conor McKenna, Maccaro shed light on what’s in-store for CTV, exploring the role that creative innovation and sell-side ad tech play in the future of CTV advertising. 

In case you missed the session, an on-demand version is available above. If you have follow-up questions from the discussion, or if you’d like to learn more about how Beachfront is helping to drive the CTV advertising landscape forward, please reach out to us here: