CTV’s ROI Challenge: Why Premium Features May Be Undermining Returns

The connected TV advertising market is booming, with spending projected to surpass traditional TV by 2028. But all those sophisticated targeting capabilities and premium ad formats that make CTV so appealing – could they actually be hurting advertisers’ bottom lines? As marketers layer more bells and whistles onto their CTV campaigns – think audience targeting, [...]

Last updated Mar 24, 2026 by ATDb automated enrichment