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What is Connected TV? (CTV)

Your overview to Connected TV: clear definitions, trends, infographics and more.

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CONNECTED TV
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How Ad Continuity in Multiscreen TV Drives Incremental Growth for Brands

Analysis of 38 brands across a variety of campaign lengths that details how TV is an effective driver of mid-funnel marketing metrics like website and app traffic.

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25 Streaming Trends You Need to Know in 2025

Get the latest on ad-supported streaming, viewing behaviors, device & platform usage, and content quality

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What is Connected TV? (CTV)
What is Connected TV? (CTV)

Your overview to Connected TV: clear definitions, trends, infographics and more.

How Ad Continuity in Multiscreen TV Drives Incremental Growth for Brands
How Ad Continuity in Multiscreen TV Drives Incremental Growth for Brands

Analysis of 38 brands across a variety of campaign lengths that details how TV is an effective drive...

Our Top 10 Charts of Q1 2025
Our Top 10 Charts of Q1 2025

VAB's 10 most popular charts this quarter - premium video's performance, streaming's scale, Google's...

What are the most popular sports to reach audiences through streaming?
What are the most popular sports to reach audiences through streaming?

See which sports and leagues streamers are tuning into and view YOY growth.

25 Streaming Trends You Need to Know in 2025
25 Streaming Trends You Need to Know in 2025

Get the latest on ad-supported streaming, viewing behaviors, device & platform usage, and content qu...

TV Upfront Historical CPMs
TV Upfront Historical CPMs

For VAB members-only: historical broadcast and cable primetime CPMs

TV Spend Report by Industry: Full Year 2024
TV Spend Report by Industry: Full Year 2024

VAB Member Exclusive — Your guide to national TV spending strategies

What are the Key Features of ‘The Gauge’ and ‘The Score’?
What are the Key Features of ‘The Gauge’ and ‘The Score’?

One-sheet guide and overview of these two cross platform measurement solutions from Nielsen and Coms...

Analysis: Google's 2024 Advertising Revenues by Segment
Analysis: Google's 2024 Advertising Revenues by Segment

View analysis of Google's 2024 fiscal year 10-K filing. Get a breakdown of revenue generated across ...

2025 Super Bowl Advertisers Success Stories
2025 Super Bowl Advertisers Success Stories

Analysis: How much search traffic did Super Bowl ads drive?

Multiscreen TV Advertising Terminology
Multiscreen TV Advertising Terminology

Lexicon of aligned terms for TV advertising in all its forms, developed by MVPDs and VAB

What is NextGen TV? (ATSC 3.0)
What is NextGen TV? (ATSC 3.0)

Answers to three common questions on the latest technology in Broadcast TV

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