As shifts in consumer viewing habits continue, Connected TV (CTV) users account for approximately 182.6 million people in the US, over 55.5% of the population this year.  US consumers have continued to embrace cord cutting, digital streaming services and adopt on-demand experiences of accessing content when, where and more specifically how they want. The popularity of Hulu, Sling TV, Roku, DirecTV Now and similar providers illustrates consumers desire to have more control when it comes to the content they want to engage with. For the marketer, reaching streaming audiences is made possible by CTV. Streaming internet services and major network and broadcast providers like NBCU, ESPN, Turner and Warner etc. are realizing opportunities to tap into additional ad revenues. This gives them the ability to further permeate the digital and programmatic space as traditional TV investments adapt to changes in strategy and capture consumer dollars and audiences. Some As shifts in consumer viewing habits continue, Connected TV (CTV) users account for approximately 182.6 million people in the US, over 55.5% of the population this year.  US consumers have continued to embrace cord cutting, digital streaming services and adopt on-demand experiences of accessing content when, where and more specifically how they want. The popul

PROGRAMMATIC.  For those unfamiliar with this relatively new.