Roku’s Benedict: CTV Buyers Must Follow Viewers Through ‘Entire Streaming Journey’ for Full-Funnel Impact

The battle for human attention is getting harder to win. With consumers spreading their viewing time across dozens of streaming apps and an ever-expanding ocean of content, brands can no longer rely on a single touchpoint to drive results. That fragmentation is forcing marketers to rethink how they approach the purchase funnel on connected TV. […]

Last updated Oct 26, 2026 by ATDb automated enrichment