With connected TV (CTV) becoming more popular, marketers have more opportunities to create campaigns with greatly enhanced targeting precision and receive measurement results in real time. 

CTV’s targeting abilities have improved greatly over the past few years. When paired with generative and agentic AI tools, targeting options such as first-party CRM data integration, geo-targeting, demographic targeting and intent-based audiences to reach specific intended audiences. This makes the most efficient use of every dollar spent by brands.

With AI tools and applications, campaigns can be enhanced to ensure that impressions are going to the viewer who is most likely to convert.

In addition to greatly improved targeting, measurement can also be improved. Kim Marchand, an expert at StackAdapt, said, "By consolidating an entire portfolio of CTV campaigns into a single platform like StackAdapt, you're able to actually measure and understand the impact of all of those media providers holistically. We're tracking more on a user level versus on a publisher level."

According to Marchand, future AI/CTV innovations include:

• New ad formats, including shoppable and interactive TV units that allow viewers to send ads to their phones
• AI-powered personalization that tailors ad experiences to individual consumers rather than mass audiences
• Cross-device attribution that connects upper-funnel brand awareness on CTV to lower-funnel conversions on other devices.