Connected TV Among Digital Ads' Fastest-Growing Areas: Canaccord

Connected TV (CTV) is one of the fastest growing segments of the advertising market, Canaccord wrote investors Monday, citing strong advance commitments from the upfront marketplace. Legacy media companies with ad-based VOD platforms are bundling premium CTV ad placements with linear TV inventory for large advertisers, it noted. CTV advertising demand has caught up with supply growth for the first time in several years, resulting over recent months in low-double-digit growth in cost per thousand impressions, it said. Independent measurement and verification have become increasingly important for premium digital video advertising, with only about 70% of video placements viewable, it said. That makes DoubleVerify and Integral Ad Science “a critical part of the advertising tech stack.”