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This article advocates using connected TV (CTV) and Over the Top (OTT/streaming) to target B2B customers. https://www.marketingprofs.com/articles/2022/47146/five-ways-digital-attribution-can-improve-roas-for-ctvott-advertising?adref=nlt042722&utm_source=mpt&utm_medium=email&utm_campaign=nlt042722&spMailingID=46746855&spUserID=MTM4Nzk4MzkzOTk4MgS2&spJobID=2222848267&spReportId=MjIyMjg0ODI2NwS2 (Links to an external site.)
TV was generally off the table for B2B because of all the waste coverage, but now you can serve ads to specific viewers through CTV/OTT. Can programmatically targeting B2B customers while they watch TV work? I am skeptical, but I am interested in your opinions.
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