New research confirms the growing popularity of so-called freemium services - hybrid business models that combine free, ad-supported content with a premium subscription tier.

As with AVOD, consumer adoption of free, ad-supported TV is expected to pick up in the coming year. Meanwhile, the industry will push to implement viable alternatives to cookies, and perhaps make some headway in the long battle to establish uniform audience definitions and measurement and attribution standards.

Agree or disagree, that's essentially the bottom-line takeaway from most of these ad-tech suppliers, publishers, platforms and other industry players - who, admittedly, have considerable skin in the CTV/OTT game.

The deals -- which offer programmatic's speed and targeting, while allowing for a fixed-price agreement in return for guaranteed access to the desired inventory -- have become a popular solution for buyers needing flexibility without losing inventory guarantees, reports @SpotX #AdvancedTVInsider

On average, adding CTV to desktop and mobile drove a 149.6% lift in brand awareness versus desktop and mobile alone; a 36.9% lift in brand opinion; and a 24.8% lift in purchase intent.