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MediaPost: CTV may never match search and social on performance

MediaPost’s Wayne Friedman argues CTV’s inconsistent cross-publisher signals keep it from driving direct business outcomes like search and social, with national linear TV revenue projected to fall 2% to $27.9 billion while digital TV grows 3% to $21 billion.

Why it matters. Buyers treating CTV as an upper-funnel channel rather than a direct-response one will keep pushing attribution for conversions downstream to search or social.

Signal from mediapost.com · Wayne Friedman · read the original.

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