The panel will address: What trends underpin the growth of the ad-funded streaming market, and what can we expect to see in CTV over the next 18 months? How do we make it easier for advertisers to measure success so they can justify shifting budget from alternative digital channels, and what role can standards play in this? How do we reduce friction and improve the trading experience for advertisers – to what extent can solutions in programmatic and transparent data-sharing support this? Are inventory yields on streaming content high enough to cover any extra costs of business in a complex digital ad-tech ecosystem? How does the CTV market help advertisers reach audiences obscured from traditional TV; how is the audience demographic in CTV changing and how valuable are these audiences now; what role can we play in supporting advertisers to maximise reach potential? What interactive and ecommerce features can enhance connected TV advertising potential – is there sufficient engagement to compete with web and mobile as a click-through medium?