3 Ways AI is Transforming the Future of CTV

Today, more and more people are turning exclusively to streaming services to consume media. As a result, Connected TV (CTV) is quickly becoming one of the fastest-growing channels in digital advertising. According to EMarketer, CTV ad spend is projected to hit over $30 billion by 2025. But in a crowded and competitive space, how do brands break through?

The answer is leveraging the power of artificial intelligence (AI). At Claritas, we’ve seen firsthand how AI is reshaping CTV advertising, from who you target to how you engage them and how you measure campaign success. In this blog, we’ll examine three ways AI is transforming the future of CTV.

#1: Are you targeting the right audiences?

Reaching the right audience is no longer just about age or household income. While those factors still matter, they’re too broad to build an accurate consumer profile. Marketers need deeper insights like intent, behavior, and ad relevance to gain a more accurate understanding of the consumer. In fact, a survey by AdAge reports that 74% of advertisers are “reallocating budgets from digital, social media or linear TV to bolster investments in CTV/OTT advertising.” With such a significant shift in investment, it’s more important than ever to ensure your ad spend isn’t wasted on the wrong audiences—but that your CTV ads are reaching the right viewers, with the right message.

Claritas uses AI to build advanced audience segments that go beyond basic demographics. Our AI-driven audience solutions tap into real purchase data, lifestyle indicators, and cross-channel behaviors to find consumers who are actually in-market for your product or service. These AI audiences help marketers reduce waste and improve performance, meeting viewers where they are, with what they care about.

#2: Are you making every message count?

Personalized creative performs better. That’s not opinion, it’s backed by data. According to a Statista report, “Nearly 40 percent said it helped them to discover brands they might like. Around 38 percent stated those ads showed only products or services most relevant to them, while about 33 percent said such ads communicated useful information.”

With Claritas’ AI Creative Optimization, our AI learns which creative messages perform best with which audience segments. Using impression-level data like time of day, device, location, and behavioral context, the AI automatically selects and serves the most effective creative to each audience. It continuously optimizes delivery in real time, helping marketers boost engagement and conversions without manual testing. Think of it as a smart creative conductor—matching the right message to the right person, at the right moment. In addition, this is the most broadly independently validated AI method with proven results.

#3: Are you accurately measuring CTV campaigns?

CTV has traditionally been seen as difficult to measure. But with Claritas’ AI-powered Multi-Touch Attribution (MTA), that’s no longer the case.

Today’s marketers need more than click-through rates to understand performance. In a recent attribution analysis report: You’re Doing It Wrong & How To Do It Right, Claritas discovered click-through alone often fails to predict actual outcomes like purchases, app downloads, or visits. In fact, the ads driving the most conversions often don’t have the highest click rates at all.

That’s where Claritas MTA comes in! Our attribution solution goes beyond basic impressions and clicks by factoring in view-through, listen-through, and marginal cost per action (mCPA). This allows marketers to understand where the next dollar should go, not just which placement performed well on average. With real-time visibility into which placements are producing incremental conversions, advertisers can cut waste, reallocate budgets smarter, and increase ROI while a campaign is still live.

What makes Claritas different is our ability to connect the full CTV journey, from audience discovery to campaign activation to measuring the results of the campaign. Our AI not only powers each stage individually, but also ensures they work together seamlessly. By integrating AI Audiences, Creative Optimization, and Multi-Touch Attribution (MTA), we help marketers reach the right people, deliver the right message, and understand exactly what’s driving results, so every decision is backed by data and built for impact.

CTV advertising is evolving, and AI is leading the charge.

Ready to enhance your CTV campaigns? Partner with Claritas to leverage AI-powered audience targeting, creative optimization, and attribution that help you advertise with confidence. Contact us today to get started