Advanced TV: Television paired with technology that allows for new features, components, or uses. Addressable TV, programmatic TV, and OTT are all subsets of advanced TV. Automatic content recognition (ACR): Technology that tracks what people watch on internet-enabled TVs. Marketers use this data to measure which programs and ads viewers see.

Increased political ad spending contributed to a banner year for connected TV.

Connected TV (CTV) and other forms of OTT video were an advertising bright spot despite last year's recession. Alison Levin, vice president of global ad revenue and marketing solutions at Roku, joins eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom to discuss what advertisers want from CTV, how they're accessing OTT video inventory, and where ad-supported video-on-demand (AVOD) fits into the 2021 media ecosystem.

YouTube viewing is shifting to connected TV (CTV) screens, a behavioral change that could help make YouTube a powerful alternative for TV advertisers moving dollars to digital video.

For the first time this year, we broke out CTV ad revenues for YouTube, Roku, and Hulu.

Advertiser demand for video impressions has always outstripped supply, but supply has gotten a big boost as consumers started adopting streaming video viewing in larger numbers—especially on CTV devices—and more of those impressions have been made available programmatically.

The majority of premium OTT viewing is on CTV devices like Roku or smart TVs that connect directly to the internet.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Tinuiti's Jesse Math, vice president, planning and platforms, OTT/CTV lead, for this live Tech-Talk Webinar. He will share how you can incorporate OTT video into your cross-channel performance marketing strategy to crush your brand’s goals in 2021.

eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom discuss what they're paying attention to in 2021 and why: digital ad measurement, connected TV, and ecommerce channel advertising.

Our new forecast for global mobile messaging app users shows that the pandemic has accelerated adoption of OTT messaging services, though not in every country nor to the same degree for every app.

YouTube is the single biggest source of supply in US CTV advertising. The digital video platform’s outsize role in the US CTV space is particularly striking given that advertisers can’t access CTV inventory on YouTube on non-Google platforms (e.g., Roku).

eMarketer senior research analyst Audrey Schomer and senior analyst at Insider Intelligence Ross Benes discuss what they're paying attention to in 2021 and why: the overhaul of traditional screen distribution and how connected TV's operating systems are fighting to control the user screen.

In this Meet the Analyst Webinar, eMarketer’s senior analyst Ross Benes, and forecasting analyst Eric Haggstrom presented our latest CTV ad spending forecast for the US and discussed the challenges advertisers face with this medium.

“There is a lot of manufactured inventory,” said Dave Morgan, CEO of advanced TV company Simulmedia. “CTV is showing a really high fraud rate.”. Charles Cantu, CEO of ad tech company Reset Digital, said the biggest issue with CTV advertising is that “people have been hoodwinked for so long thinking they can get cheaper CPMs,” which leads advertisers to end up wasting money on fraudulent inventory.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring DoubleVerify's CEO Mark Zagorski and GroupM’s Joe Barone, managing partner for brand safety, Americas. They discussed the constraints and opportunities of video impression measurement, and what needs to be done to complete the video picture.

Advanced TV: Television paired with technology that allows for new features, components, or uses. Addressable, programmatic, OTT, and interactive are all subsets of advanced TV. Connected TV (CTV): A TV set connected to the internet through built-in internet capability or through another device such as a Blu-ray player, game console, or set-top box (e.g., Apple TV, Google Chromecast, and Roku).

eMarketer forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Nicole Perrin discuss Google's (and YouTube's) latest earnings. They then talk about how much of a concern ad fraud is within connected TV advertising, the implications of the California Privacy Rights Act, and how people interpret emotionally infused ads.