Performance and direct-to-consumer (D2C) marketing have always been home to an alphabet soup of abbreviated buzzwords. As we wrap up 2023, it’s no different. Just think: what were two of the biggest stories in marketing and technology this year? That’s right: AI (artificial intelligence) and CTV (connected TV).
As marketers and publishers work to contain their excitement about AI and how it could smooth the path to more effective (and profitable) performance marketing campaigns, consumers are veering wildly between thrilled and wary about what the technology can do. With CTV, it’s consumers who are leading the charge, continuing to slip away from traditional linear television viewing into the (increasingly ad-supported) streaming universe — all while marketers and outlets are working diligently to figure out just how this new ad ecosystem will work best for D2C marketers.
Read the full article in Results Magazine: https://www.resultsmagazine-digital.com/results/library/item/december_2023/4156426/