Upfront buys will also be about evenly divided among CTV-first, linear-first and combined, according to a new survey from Advertiser Perceptions and The Trade Desk.

While some say upfronts should be abandoned, one ad-tech exec argues that national addressable advertising has reached a point where it needs and deserves its own advance buying marketplace.

Game publishers helped develop a solution that combines television-scale reach via CTV inventory, with digital's trackability.

AVODs are also attracting more diverse audiences than both traditional TV and SVODs.

While Roku and Fire TV devices still dominate, their combined share of ad views dipped by 7 percentage points year over year.