Connected TV Explainer

What You Need to Know About a Shifting Landscape

Report Snapshot

Connected TV (CTV) is one of the hottest ad markets. Its annual growth rate will again outpace total digital ad spending’s growth this year, per our forecast.


  1. What is CTV?
  2. How big is the market and what’s driving growth?
  3. How can you buy CTV advertising?
  4. Which companies are gaining market share?

KEY STAT: CTV will account for about one-tenth of US total digital ad spending in 2023.

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Table of Contents

  1. Report Snapshot
  2. What is CTV?
  3. How big is the CTV advertising market?
  1. Who are the key players in CTV?
  2. What’s driving CTV’s advertising growth?
  3. Where are CTV ad dollars coming from?
  1. How are CTV ads bought and sold?
  2. Sources
  3. Media Gallery

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Ross Benes


Tracy Tang
Senior Researcher
Paul Verna
Principal Analyst
Max Willens
Senior Analyst

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