Struggles to resolve existing and new challenges will accompany advertising and tech gains and evolving marketing opportunities, say industry pros.

CTV won't reach its full advertising potential until it can deliver on two key fronts, says Michele Madaris of the Boathouse agency.

Netflix's high-profile failure to deliver on some viewership guarantees with its new AVOD isn't all that surprising - which speaks to this new medium's continuing struggles with scale and other factors limiting ad investment to some degree.

Among digital antenna owners without MVPD service, time spent with live TV delivered via antenna is 42% - not that far shy of streaming's 53%.

Greater recall of addressable vs non-addressable ads is true whether or not viewers pick the shows being watched, new studies find.