CTV's been capturing ad industry headlines for years, but adtech is finally getting to the good part of unlocking its transformative potential. After speeding from $8.11 billion in the US alone in 2020, to $24.6 billion just in the US in 2023, more marketers are tuning in and allocating their budgets accordingly, with further growth to follow.

From our perspective on the front lines, we're extremely excited about where CTV will grow next, as the innovations we've helped to drive across the broader ecosystem start to make their impact felt. The next big step here comes on one of the world's brightest stages: The Olympics.