The Connected TV Playbook

Connected TV: It\'s the most-talked-about platform in digital advertising, especially after COVID-19 hit and media consumption made an instant and tectonic shift to the living room amid stay-at-home orders. But here\'s the problem in the advertising industry. Connected TV was almost exclusively talked about in silos based on \"need-to-know\" information; if you work for a media agency, for example, you\'d hear about the buying process, but often nothing about metrics and analytics, and definitely nothing about the intricate creative processes that go into building a top-notch campaign for CTV. And that siloing leads to gaps in knowledge, which in turn lead to miscommunication and misunderstanding that impede the progress of this promising advertising medium. That\'s what true[X] set out to address with the Connected TV Playbook, a compendium of exclusive research and insights geared toward senior marketers who want to understand the entire CTV ecosystem, from the start of a transaction to the campaign wrap. With expert input ranging from creatives to senior product executives, from brand to agency leaders, the Connected TV Playbook goes beyond jargon to provide concrete action items and thought-starters that will help any marketer become an expert in this exciting new space.