CTV’s Performance Era Demands Streaming Prove Its Worth: NBCU’s Shepard

The days of connected TV serving merely as a way to chase cord-cutters are over. Streaming has graduated from an incremental reach play into something advertisers increasingly expect to deliver measurable business outcomes. Where brands once viewed streaming as a top-of-funnel branding exercise separate from their performance budgets, they are now demanding evidence that premium [...]

Last updated Apr 26, 2026 by ATDb automated enrichment