Connected TV is an advertiser's dream: Consumers pick what to watch, when they want to watch it, and they're typically engaged with the content. But there are challenges keeping advertisers from increasing their investment in connected TV. Pooja Midha, president of ad tech firm true[X], which specializes in engagement-based ads for connected devices, spoke with eMarketer's Paul Verna about what needs to happen for connected TV advertising to reach its full potential. The interview was part of the August 2018 eMarketer report “Connected TV Advertising: Almost Ready for Primetime.”