{"id":28006,"date":"2025-02-27T04:30:00","date_gmt":"2025-02-27T12:30:00","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=28006"},"modified":"2025-06-03T08:34:37","modified_gmt":"2025-06-03T15:34:37","slug":"the-trade-desk-on-bridging-the-gap-between-linear-and-ctv","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/the-trade-desk-on-bridging-the-gap-between-linear-and-ctv\/","title":{"rendered":"The Trade Desk on Bridging the Gap Between Linear and CTV"},"content":{"rendered":"\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As more viewers cut ties with linear TV and turn to streaming, advertisers are reworking their approach to stay in front of the audiences that matter most.<\/p>\n\n\n\n<p>Ben Sylvan, VP of Data Partnerships at The Trade Desk, weighs in on the shifting TV landscape, how advertisers can optimize their media mix with CTV, and why transparent, third-party measurement is essential in driving that success.<\/p>\n\n\n\n<p>As the industry\u2019s largest independent demand-side platform, The Trade Desk (TTD) helps advertisers buy premium media across the open internet, spanning CTV, streaming, digital audio, and more. But buying ads is only half the battle. Proving they work is what really matters.&nbsp;<\/p>\n\n\n\n<p>That\u2019s why <a href=\"https:\/\/www.ispot.tv\/hub\/how-the-trade-desk-and-ispot-are-shaping-the-future-of-ctv\/\">The Trade Desk<\/a> champions independent measurement, ensuring transparency and accountability of ad performance. No grading their own homework\u2014just objective proof that ad investments are driving real incremental reach.<\/p>\n\n\n\n<p>This is where iSpot comes in. Through third-party verification of TTD placements, advertisers gain a precise view of how much incremental reach CTV delivers beyond linear. This partnership helps marketers optimize spend, reduce waste, and reach more of the right audience.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1112\" height=\"502\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/26132905\/March-Madness-Report-8-e1740605463837.png\" alt=\"\" class=\"wp-image-28044\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/26132905\/March-Madness-Report-8-e1740605463837.png 1112w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/26132905\/March-Madness-Report-8-e1740605463837-300x135.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/26132905\/March-Madness-Report-8-e1740605463837-1024x462.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/26132905\/March-Madness-Report-8-e1740605463837-640x289.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/26132905\/March-Madness-Report-8-e1740605463837-768x347.png 768w\" sizes=\"(max-width: 1112px) 100vw, 1112px\" \/><\/figure>\n\n\n\n<p>The takeaway? A smarter media strategy isn\u2019t just about adding CTV\u2014it\u2019s about using incremental reach to avoid oversaturating audiences and make every media dollar count. Hear it firsthand from Ben Sylvan at The Trade Desk in the interview below.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"Measuring CTV Incrementality with Ben Sylvan, VP of Data Partnerships at The Trade Desk\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/uATVc04i398?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>As more viewers cut ties with linear TV and turn to streaming, advertisers are reworking their approach to stay in front of the audiences that matter most. Ben Sylvan, VP of Data Partnerships at The Trade Desk, weighs in on the shifting TV landscape, how advertisers can optimize their media mix with CTV, and why&#8230; Read More<\/p>\n","protected":false},"author":68,"featured_media":28045,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[502],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28006"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/68"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=28006"}],"version-history":[{"count":9,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28006\/revisions"}],"predecessor-version":[{"id":29084,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28006\/revisions\/29084"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/28045"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=28006"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=28006"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=28006"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=28006"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}