For consumers, "CTV" is just TV- much like “Kleenex” became the word for “tissue.” Now’s the time to lean in, not hold back. The living room has changed. Has your advertising strategy?

If you’ve been asking: Where the heck did everyone go? How do I reach the right audience in a fragmented market on a limited budget? How do I make my business | product | brand stand out?

The answer? It’s in the data.

More people have cut the cord than still subscribe to traditional cable. Streaming has officially surpassed broadcast and cable in U.S. living rooms. 90% of U.S. households subscribe to at least one streaming service. 65% of households are streaming daily.  For most consumers, "CTV" just is TV now—much like “Kleenex” became the word for “tissue.” CTV is the most powerful, precise, and cost-efficient tool marketers have had in a generation.

With Connected TV advertisers and marketers

Eliminate waste

Test and optimize creative

Use digital-level metrics on the biggest screen in the house

Reach the right audience- with intent-based targeting in right GEOs

Re-engage them with retargeting on other digital media

It’s not just reach, frequency, age or gender—it’s relevance, results, and ROI.

So let’s stop trying to rewind the clock. The audience didn’t disappear. They moved—smartly, efficiently—and CTV moved with them.

Now’s the time to lean in, not hold back.

The living room has changed. Has your strategy?