The State of OTT/CTV Advertising and the Potential for 2022


As we approach the start of 2022, it’s important for advertisers to focus on the massive opportunity that will exist in the programmatic space in the new year. One of the foremost of these is OTT/CTV advertising and the continuing shift from linear to CTV. OTT/CTV represents a quantum leap in targeting and attribution capability from linear; in essence, it combines the impact of traditional TV with the precision and scale of digital.

So, what does OTT/CTV advertising look like today and beyond? What is in store for advertisers in 2022, and how can help marketers drive performance in the new year with advanced OTT/CTV offerings?

Today, we see people consuming streaming media across various devices more than ever before. The proof is in the compelling infographic below, and it is a clear indication to advertisers that reaching this audience should be a key component of their ad strategy in 2022.



The state of OTT/CTV advertising today and beyond is being driven by change in consumer behavior, and with, advertisers can tap into our advanced solutions to drive performance across their ad campaigns resulting in higher ROI. Let’s take a look.

OTT/CTV Targeting at the Household-Level brings the most granular household-level targeting solution available in the form of Addressable Programmatic to OTT/CTV advertising. Addressable OTT/CTV with is the most effective and impactful way to target tens of millions of CTV households. We use GPS and plat line data to target physical addresses so that only the right households and devices get targeted. This means significantly better ROI and less wasted impressions, since each household can be targeted individually and distinctly based on different factors.

And with’s Addressable Audience Curation tool, advertisers can curate addressable audiences in real-time based on location data and over 700+ demographic variables that fit their ideal target market of viewers and serve them OTT/CTV ads on the big screen in the living room and/or across other small screen devices within the household. Similar to how linear advertisers rely on demographics for linear buys, advertisers can use’s AAC to tap into this same information with OTT/CTV advertising and effectively target the same audience, all while reaching those that are no longer viewing traditional television.

Additionally,’s advertisers have access to our massive reach and can successfully reach 90% of all AVOD homes in the U.S., allowing you to build and execute campaigns using a single source for any market. Add to that the ability to target each household with ease via all 210 designated TV markets/sub-markets across the U.S. regardless of the local MVPD. Say goodbye to having to work with multiple suppliers to find the designated TV market scale and targeting that you require.’s OTT/CTV targeting has the reach and execution that you need to be successful in your ad campaigns.

What’s more, since we can target your audience all the way down to the household-level, we guarantee in-market delivery. Gone are the days where advertising dollars are wasted by being served in the wrong DMA. With, we serve 100% in market—guaranteed.

Proving Out ROI for OTT/CTV Ad Campaigns

It is essential that advertisers be able to show ROI and measure performance in their OTT/CTV campaigns. With’s attribution capabilities, advertisers can accomplish these goals at the most granular levels.

With our OTT/CTV solution, provides advertisers with advanced metrics that would be unheard of in linear, such as:

Attribute Online Browser-Based Conversions for Any Size Campaign:
Track online conversions, such as visiting an advertiser’s website, completing a form-fill, adding a product to a shopping cart, purchasing a product, and more.

Real-Time Foot Traffic Attribution and Lift Reporting for Any Size Campaign:
This type of reporting can be deployed on all campagins, including OTT/CTV. This is true store-level reporting for campaigns ranging from one location to thousands.

Addressable Campaign Conversion Reporting at Zip+4 Level:
With this reporting, advertisers get actionable data and insights on campaign performance as granular as one side of a street or specific floors in multi-floor buildings.

CTV Device-Level Delivery and Performance Reporting:
This lets advertisers target and report on specific CTV devices consumers are accessing, providing actionable data and insights on web enabled content consumption access points.


OTT/CTV Advertising is a Huge Benefit to Advertisers of All Sizes

From advertisers running large, national campaigns to those running smaller campaigns for local brands, everyone needs to be leveraging the power of OTT/CTV advertising in their marketing mix—especially as we move into the new year. In fact, it’s crucial to stay competitive! At its current pace, OTT/CTV ad spend is expected to grow to 27.5 billion U.S. dollars by the end of 2025 (Statista). Don’t get left behind. Start your OTT/CTV advertising with now and let’s put together a plan for 2022.
Ready to make 2022 the year you dominate OTT/CTV advertising?
Reach out to us at to learn more.