Earlier this week, 3,000 marketing industry professionals gathered for LiveRamp’s RampUp conference at the Fairmont Hotel in San Francisco to discuss the latest marketing technology developments. One theme that stood out was that while marketers are making headway with advanced TV, it’s early days with TV ad innovations.

Mobile video ad spending will grow at a steady clip over the next few years. New ad units and formats like rewarded ads, 6-second nonskippable ads and vertical videos growing in importance for marketers.

Ad tech vendors are trying to make bank from the digitization of TV advertising.

Connected TV advertising is expected to grow, albeit not as fast as many would like, and certainly not as fast as audiences are embracing this platform for consuming content. Industry experts are optimistic that the ad dollars will eventually catch up with consumer adoption.