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CTV set to overtake linear in healthcare and pharma TV by 2028

EMARKETER projects connected TV will surpass traditional TV in healthcare and pharma ad spending by 2028. The shift reflects advertisers chasing targetable, measurable inventory as linear audiences keep shrinking.

Why it matters. Pharma marketers must shift budgets and compliance workflows toward CTV’s targeting and disclosure requirements as linear spend keeps ceding share.

Signal from emarketer.com · Beth Snyder Bulik · read the original.

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