As more viewers cut ties with linear TV and turn to streaming, advertisers are reworking their approach to stay in front of the audiences that matter most.
Ben Sylvan, VP of Data Partnerships at The Trade Desk, weighs in on the shifting TV landscape, how advertisers can optimize their media mix with CTV, and why transparent, third-party measurement is essential in driving that success.
As the industry’s largest independent demand-side platform, The Trade Desk (TTD) helps advertisers buy premium media across the open internet, spanning CTV, streaming, digital audio, and more. But buying ads is only half the battle. Proving they work is what really matters.
That’s why The Trade Desk champions independent measurement, ensuring transparency and accountability of ad performance. No grading their own homework—just objective proof that ad investments are driving real incremental reach.
This is where iSpot comes in. Through third-party verification of TTD placements, advertisers gain a precise view of how much incremental reach CTV delivers beyond linear. This partnership helps marketers optimize spend, reduce waste, and reach more of the right audience.
The takeaway? A smarter media strategy isn’t just about adding CTV—it’s about using incremental reach to avoid oversaturating audiences and make every media dollar count. Hear it firsthand from Ben Sylvan at The Trade Desk in the interview below.