As viewers continue their transition from linear to connected TV, identifying those lapsed audiences becomes the “ultimate goal” for CTV advertising, according to Stuart Keith, Senior Director, EMEA Supply Partnerships at Rakuten Advertising.
Meanwhile the next phase for the sector will be characterised by collaboration, helping to build industry standards and best practices. This evolution will help to lift the CTV marketplace from being considered “emerging media” and into maturity.
In this interview, Stuart Keith also provides an update on CTVision+, Rakuten Advertising’s publisher collective. Filmed at New Video Frontiers 2024 in London.
