Viewer-Initiated Ads Emerge as a New Category on CTV

Source: Streamingmedia.com· https://www.streamingmedia.com/Authors/10504-Lucy-Sutphin.htm· August 4, 2026

The strongest CTV opportunities are increasingly tied to viewer behavior. Buying around a show or a daypart still matters, but it is no longer the whole strategy. Since streaming behavior is viewer-controlled by nature, the ad model needs to evolve to match i…

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