Connected TV is one of the most popular new marketing channels of 2024. According to eMarketer, CTV ad revenue will reach $28 billion this year. But it’s also one of the most complex and confusing channels. This episode is dedicated to fixing that. Elena, Angela, and Rob are joined by Director of Advanced TV Marrika Zapiler to break down how CTV works and why it’s attracting so much attention right now. Plus learn how to work around the channel’s complexities to drive performance with CTV campaigns, even as the media landscape continues to change.Topics covered:   [01:00] Connected TV viewership and ad revenue[03:00] How do marketers feel about CTV?[06:00] The history of streaming and CTV[12:30] How is CTV ad inventory purchased?[19:00] How much does CTV advertising cost?[22:00] Targeting options on CTV as the cookie declines[28:30] The importance of testing new channels  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2023 Nielsen Report: https://www.nielsen.com/insights/2023/data-driven-personalization-2023-state-of-play-report/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.