Over the past several years, Connected TV viewership has been on the rise and with COVID-19 keeping people indoors more than usual, this trend has grown exponentially around the world and is projected to maintain this trajectory as content continues to proliferate. This increase in CTV immersion makes an investment in this medium a no brainer for marketers. One of the most prominent opportunities that has emerged with this screen time increase is the ability to maximize the benefits of advertising efforts and reach larger audiences. While there are many tactics to increase viewership there is one leading the pack: Connected TV advertising or CTV.