Where CTV Fits in the Media Mix

CTV is becoming more measurable, but the bigger shift may be how that measurement influences media allocation. New Lifesight research suggests CTV can affect search, social and second-screen behavior. Connected TV has steadily moved beyond its traditional role as an upper-funnel awareness channel. As marketers gain more ways to connect CTV exposure with digital activity […] Where CTV Fits in the Media Mix first appeared on Street Fight.

Last updated Aug 24, 2026 by ATDb automated enrichment