Connected TV Is Redefining the Programmatic Landscape

CTV continues to emerge as a key channel reshaping digital advertising. As traditional TV viewership declines and streaming adoption rises, CTV combines the immersive storytelling of TV with the precision of digital targeting — making it a powerful vehicle for brands to connect with high-value audiences.

What the Experts Say:

Nielsen highlights that marketers are increasingly turning to CTV because of its ability to target demographic profiles and declared interests, all while reaching viewers in a lean-back, premium environment.

Lotame emphasizes how CTV bridges the gap between traditional media and digital, offering scale, efficiency, and measurable outcomes across household devices.

What It Means for Us at Core:
As CTV supply and demand grow in the Irish market, advertisers running through DV360, The Trade Desk, or direct publisher deals should explore:

Smart segmentation using first-party and contextual signals

High-performing formats like non-skippable 15s/30s video

Emerging interactive and shoppable CTV formats

CTV will be a strategic pillar for programmatic video planning in H2 2025 — particularly for clients looking to expand reach beyond YouTube while maintaining brand safety and attention metrics.