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Why performance advertisers should look back to linear TV

Dave Morgan argues CTV’s performance plateau is an inventory problem: only 15% of TV ad viewing time is streamed even though streaming accounts for 50% of content viewing, and most of that ad inventory is locked up in upfront and linear-forest deals.

Why it matters. Performance buyers hitting CTV scale limits will need to shift budget toward linear and local TV inventory to keep growing reach.

Signal from mediapost.com · Dave Morgan · read the original.

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