Why CTV is the next performance frontier for app marketers

While TV has been long-established as a brand-building medium, CTV is gaining traction as a performance channel, due to innovations in measurement and privacy-preserving technology. For mobile app marketers, this is opening up a new environment to reach highly engaged audiences, writes Alexei Moltchan, Vice President of Product Management at Verve, with the rise of “second-screening” boosting viewers’ mobile activity while watching streaming TV.

See the full story at VideoWeek.