Shifting CTV Habits Are Reshaping Digital Advertising

By 2026, nearly 70% of the US population—and over 85% of US households—will use connected TV (CTV), according to EMARKETER.

With a rapidly expanding audience, advanced targeting potential, and measurement methods unavailable in linear TV, CTV is now essential for digital advertisers. In this EMARKETER lookbook, made possible by AdRoll, explore the data behind CTV's rise.

You’ll learn:

Why CTV’s ROI is increasing
How the growth of CTV time spent compares to other channels
How different age groups engage with CTV
Ways AI is improving measurement, creative, and targeting capabilities

13 pages

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Shifting CTV Habits Are Reshaping Digital Advertising

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