Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

During a year where investments in most advertising channels shrunk or stalled, connected TV ad spending is poised to keep growing.

With more viewers leaving traditional TV for digital streaming options, marketers are figuring out how to comprehensively measure their video audiences.

In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.

Advertisers are embracing the popularity of connected TV by allocating more money to streaming platforms.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.