It’s common knowledge that linear viewership is on the decline. But even as fewer people consume content in a linear fashion, advertisers are still finding incredible value in reaching the people who do watch cable or broadcast.

The rise of CTV has helped bridge the best practices of digital and TV advertising. Now, advertisers can replicate one of digital’s best-performing tactics – retargeting – on the biggest and most engaging screen in a consumer’s household.

After decades of a “business as usual” approach to TV measurement, the industry has at last broken free of outdated paradigms and Nielsen’s quasi-monopoly on TV measurement.