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Industry Landscape
The CTV advertising industry is rapidly growing, driven by increasing cord-cutting and streaming adoption. It is characterized by a strong push for automation, transparency, and fraud prevention. Publishers seek advanced monetization, while buyers demand direct access to premium, brand-safe inventory and precise targeting. Innovation in ad tech is constant to address evolving viewing habits and measurement challenges.
Total Assets Under Management (AUM)
CTV Ad Spend in United States
~$25.1 billion (2023)
(21.6% CAGR)
- Ad spend is projected to grow significantly.
- Driven by increased viewership and advanced targeting capabilities.
- Shifts from linear TV to CTV continue to fuel expansion.
Total Addressable Market
25.1 billion USD
Market Growth Stage
Pace of Market Growth
Emerging Technologies
Generative AI for Ad Creative
Leveraging AI to dynamically generate and optimize ad creatives, including video snippets and interactive elements, based on real-time campaign performance and viewer preferences.
Privacy-Enhancing Technologies (PETs)
Implementing advanced cryptographic techniques and differential privacy to enable data analysis and targeting without compromising individual user privacy, addressing the deprecation of third-party cookies.
Cross-Platform Identity Resolution
Developing robust solutions to unify viewer identities across various CTV devices and other digital platforms, enabling more accurate audience targeting and attribution in a fragmented ecosystem.
Impactful Policy Frameworks
State Privacy Laws (e.g., CPRA 2023, VCDPA 2023)
Several US states, including California (CPRA effective 2023) and Virginia (VCDPA effective 2023), have enacted comprehensive privacy laws granting consumers more control over their personal data, including rights to access, delete, and opt-out of data sales.
These laws require CTV ad platforms like TheViewPoint to implement robust data governance and consent mechanisms, potentially affecting data collection for targeting and measurement.
FTC Enforcement on Data Practices
The Federal Trade Commission (FTC) continues to increase enforcement actions against companies for deceptive data practices, including those related to privacy, data security, and the collection and use of consumer information, particularly in emerging digital markets like CTV.
TheViewPoint must ensure its data handling practices and those of its partners are transparent and compliant to avoid penalties and maintain trust.
Nielsen's Cross-Platform Measurement Initiative
While not a government regulation, Nielsen's ongoing evolution in cross-platform measurement (Nielsen ONE) aims to provide a more consistent and comparable metric across linear TV, CTV, and digital, driven by industry demand for unified measurement.
This initiative will push TheViewPoint to align its reporting and analytics with industry-standard, unified metrics, enhancing buyer confidence and potentially impacting inventory valuation.
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