Often overshadowed by the COVID 19 pandemic, other factors have been in play that have significantly contributed to the growth of CTV. For TV viewers, CTV opens up new entertainment possibilities, access to forgotten genres and personalised experiences. For brands, CTV provides the opportunity to reach consumers in a TV environment with the precision of digital targeting. The question is – how will CTV change advertising strategies, what are the most innovative ways to leverage CTV and what’s on the horizon?