As viewers continue to trade in their traditional television sets for wifi-enabled, streaming devices, the opportunity for marketers and media companies to reach their target audiences with better, more relevant advertising is undeniable.

Our latest guide provides an overview of the shifting TV landscape and walks through the nuances of navigating this growing channel. Ultimately, the key to success lies in using programmatic to get the most of CTV's complex and fragmented environment. By working with multichannel partners that provide full data transparency, customization capabilities, and fair pricing models, sophisticated media buyers will be empowered to maximize the impact of their CTV strategy.