Across industries, from retail and travel to auto to CPG, brands are investing heavily in Connected TV (CTV), yet many struggle to realize its full value. CTV impressions are often difficult to tie back to real audiences, measurement is fragmented across channels, and the decline of third‑party cookies limits brands’ ability to extend CTV exposure into meaningful downstream engagement.
Adobe Advertising recognized that to help brands unlock the next phase of CTV growth, CTV needed to function like a true performance and customer‑journey channel: addressable, measurable, and privacy‑safe.