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The industry is grappling with AI's double-edged sword: while AI licensing booms, perfectionism is slowing marketing execution. Meanwhile, CTV is evolving beyond viewership into commerce and accountability, signaling a shift toward measurable ROI in connected TV.
AI tools are creating bottlenecks through over-optimization rather than accelerating decisions, while licensing revenue lags actual business impact.
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CTV platforms are shifting focus from audience metrics to commerce and accountability, with Nielsen's DASH study raising questions about measurement standards.
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