Brave New World: Best Practices for Planning, Buying, and Measuring CTV and Streaming Ad Campaigns

With nearly 70% of the U.S. population using CTV platforms and a market exceeding $30 billion in ad spend, CTV is no longer emerging – it’s essential. Marketers everywhere need a smarter, more dynamic playbook for planning, buying, and measuring ads on CTV.

This report from the Coalition for Innovative Media Measurement (CIMM) draws from 50+ industry interviews to uncover the most effective strategies for targeting specific audiences, personalizing content, measuring results, and more.

Download it now to:

• Learn eight best practices that’ll maximize the success of your CTV campaigns and how one CPG brand achieved a 176% lift in OTT with LiveRamp
• Discover new frameworks for budgeting, attribution, and supply path optimization
• Navigate complex CTV planning with actionable insights from top brands and agencies
• Explore creative formats that drive stronger engagement and brand lift