Connected TV (CTV) is at a crossroads—and the future belongs to performance. Pinterest’s acquisition of TVScientific signals a major shift: CTV is moving beyond premium inventory and into an era where outcomes drive everything. In this article, Alistair Goodman explores why AI-powered optimization, predictive audiences, and transparent measurement are redefining streaming advertising—and what marketers must do to stay ahead.
If you want to understand why the walls between video, social, and CTV are falling, and how pause ads hint at the next big opportunity, this is a must-read.