The Current State of Cross-Platform Video Advertising

Connected TV sits at the intersection of digital video and linear television, but ad-supported connected TV platforms have yet to attain mass scale, making it difficult to get the reach that many buyers require.

Meanwhile, most US digital video inventory is transacted programmatically, but the same isn’t true of connected TV and advanced TV inventory. Those formats are still mainly purchased directly, which has limited the growth potential for cross-screen advertising so far.

In the latest episode of “Behind the Numbers,” eMarketer’s Paul Verna and Lauren Fisher talk about how companies are reaching audiences on multiple platforms and devices in an increasingly fragmented media environment.

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