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# eMarketer: duplication across CTV apps is capping incremental reach
- URL: https://www.medianexis.com/emarketer-duplication-across-ctv-apps-is-capping-incremental-reach/
- Published: 2026-10-22T16:07:41.000Z
- Updated: 2026-10-22T16:07:41.000Z
- Description: eMarketer’s Asa Hiken reports that CTV marketers can unlock incremental reach by cutting audience duplication across streaming apps and platforms.
- Author: The Signals Desk
- Tags: Measurement, Asa Hiken, eMarketer: CTV reach via cutting audience duplication

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Asa Hiken*](https://www.medianexis.com/tag/by-asa-hiken/) *·* [*read the original*](https://www.emarketer.com/content/ctv-marketers-unlock-incremental-reach-by-cutting-audience-duplication?ref=medianexis.com)*.*