Connected television (CTV) has evolved beyond traditional reach metrics to become a canvas for creative innovation. Yet a significant gap persists between what consumers expect from their streaming experiences and what current advertising technology delivers.
As the Creative SSP, TripleLift bridges this divide by transforming standard assets into high-performing formats through shoppable ads that enable commerce opportunities, pause formats that engage viewers during natural content breaks, and retail media integrations that seamlessly connect inspiration to transaction.
This report examines how creative technology is reshaping the CTV landscape. The future belongs to advertisers who master creative technology, delivering genuine consumer value while driving the performance outcomes brands demand.
