The rise in CTV audiences and advertising, and D2C initiatives, has also driven a surge in experimentation with QR codes to drive viewers to sites and yield sales conversions. But these codes, while useful now, are not a perfect solution for mapping conversions to TV.

In a new Xandr survey, U.S. video advertising decision-makers also estimated that one in three ads aren't relevant to the consumers reached.

Nielsen and AMC Networks announced notable addressable initiatives, the Disney+ juggernaut continued its momentum, and Hulu + Live TV and other vMVPDs reported notable subscriber gains.

Though traditional linear TV still delivers far larger reach, smart-TV manufacturers report that 25% to nearly 50% of their devices are now used for streaming only, with no traditional cable or satellite connection.