The rapid growth of the CTV landscape has contributed to less-than-favorable territories where brands may see their CTV ads adjacent to polarizing political content or within apps that aren’t delivering content at all.
It will be an interesting year for publishers’ subscriptions revenue, with more publishers making money from subscriptions but with this particular revenue source accounting for a smaller portion of revenues overall heading into 2024.
Consumers who cut out mobile carriers tend to seek content — and ads — that provide something of value that reflects their preferences and habits. If advertisers deliver the content this audience wants, they’ll secure a loyal customer base.
