Bundles to manage costs, as well as ease of use, are also increasingly popular.

Streaming ads' pod position, audio, length, context and more also impact attention levels, finds in-depth study.

Marcus, now on CIMM's board, says measurement is "a team sport, and it's hard to be both fast and right," but the recent progress is encouraging.

The analysis shines a spotlight on CTV's general limitations and lack of transparency when it comes to contextual ad placement.

While 74% of North American adults are at least ad-tolerant, that's down 4% from a year ago - and 31% say they typically stick with ad-supported streamers for just three months.