In the world of Connected TV (CTV), advertising faces a critical moment. While consumers shift towards streaming platforms, ad dollars are lagging behind, tangled in a web of rerun-heavy content and confusing, inconsistent measurement methods. Linear TV remains the default choice for many brands, thanks in part to the simplicity of its data presentation. Meanwhile, the rise of Free Ad-Supported Streaming Television (FAST) services, particularly those featuring live niche sports, provides a new avenue for growth.

Imagine a world where your television isn't just a screen; it's a gateway to a universe of possibilities. Welcome to the future of Connected TV, a realm where innovation and technology converge to reshape our entertainment experience. Strap in as we embark on a journey into the future, where the couch potato meets the tech-savvy wizard.

The sports viewing experiencing is changing with CTV now in the game. What does this mean for the future of live sports? Eddie Wilders breaks it down.

2024 holds promising developments for Connected TV. Check out 3 things we think will affect CTV in the year ahead. Do you agree?