The guide explains how connected TV advertising has transformed the relationship between traditional linear TV and digital marketing, creating a more integrated and dynamic ecosystem. As streaming platforms and ad-supported devices continue to expand, CTV has become an essential part of the customer journey, attracting increased investment from advertisers and media companies. This shift requires marketers to adapt their strategies, as different roles and functions approach CTV in unique ways. By understanding how to effectively combine linear and digital efforts, marketers can maximize performance, improve audience engagement, and take full advantage of the growing opportunities within the connected TV landscape.

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