What is it? Connected TV (CTV) now accounts for up to 35% of Australian broadcaster's online video supply.
What does Realytics think about it? CTV is growing, and growing fast, but advertisers tend to be shy and not taking fully advantage of it. CTV holds many challenges and opportunities for advertisers and the Australian media industry, as it is becoming a real trend and a new way to consume TV.
Source: IAB - Connected TV: The new Era of Television