Linear TV viewing was shrinking, and a segment of viewers were being missed due to viewers primarily using streaming/CTV. The market also had an above average penetration of broadband only households which tend to favor CTV/OTT.

1. CTV/OTT budget allocation was recommended based on share of viewing by platform
2. Premium full episode player publishers were whitelisted to ensure a high completion rate
3. Use ACR/smart TV data to report the incremental reach and overlap of the CTV/OTT exposure