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  • Writer's pictureMichael Burns

The Future is Now: Navigating the Rise of CTV Advertising in a Cookie-less 2024

In the fast-evolving landscape of digital advertising, Connected TV (CTV) emerges as a beacon of innovation and effectiveness. With the impending deprecation of third-party cookies in Q3 (seemingly), advertisers are at a pivotal juncture, seeking strategies that not only adapt to these changes but also capitalize on them. CTV advertising stands out as a compelling solution, offering unprecedented precision, engagement, and measurement capabilities.

The Unstoppable Rise of CTV Advertising

The shift towards CTV is not just a trend but a fundamental change in consumer media consumption. With CTV households set to more than double those of linear TV and spending on CTV ads predicted to surge to approximately $29.29 billion by 2024, the message is clear: CTV is where audiences are moving, and where advertisers need to be​​.

Leveraging Technological Advancements

The backbone of CTV's rise is the technological innovation driving its capabilities. AI-fueled dynamic creative optimization (DCO) and the shift towards contextual advertising stand as pillars of this evolution​​. These advancements allow for highly personalized ad experiences and ensure ads are placed in the most relevant content environments, resonating with audiences at a deeper level.

Measurement and Interactivity: The New Norms

CTV advertising breaks the mold of traditional metrics, offering sophisticated models to measure actual outcomes and impact consumer behavior​​. Additionally, the platform's inherent interactivity, exemplified by shoppable ads and QR codes, opens new avenues for engagement and conversion​​. Mavern Media crafts CTV strategies that go beyond views, focusing on meaningful interactions and measurable results, ensuring our clients' campaigns drive real business outcomes.

Targeting the Next Generation

With Gen Z's viewership on CTV platforms approaching 55 million, it's evident that younger audiences are not just reachable but highly engaged through CTV​​. This demographic's preference for streaming services and responsive behavior towards interactive ads offers a unique opportunity for brands to connect. For any agency, its critical to specialize in creating content that captures the attention of this critical audience segment, integrating CTV into broader digital strategies that speak directly to the interests and behaviors of younger consumers.

Overcoming Challenges in the CTV Landscape

Despite its potential, navigating the CTV advertising landscape comes with its challenges, from the proliferation of low-quality ad inventory due to generative AI to the impact of the 2024 election cycle on advertising inventory and costs​​. Mavern Media addresses these challenges head-on, employing custom, strategic planning and leveraging our partnerships to ensure our clients' ads are seen in the right places, by the right people, at the right time.


As we look towards 2024, the importance of CTV advertising in the digital ecosystem is undeniable. With its capacity for precision targeting, enhanced engagement, and robust measurement, CTV represents a significant opportunity for advertisers to connect with their audiences in meaningful ways. Mavern Media is your partner in this journey, offering expertise and innovative solutions to leverage CTV's full potential, driving forward your advertising goals in a cookie-less world.

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