How important is standardization to evolving the CTV market?

The growth of the CTV market indicates that advertisers are harnessing the opportunity to reach engaged viewers with relevant messaging. But if standardization is key to building brands’ trust and encouraging further investment, what still needs to be done? For The Drum's Future of TV initiative, IAB UK members discuss how standardization is evolving within the CTV market and the difference it will make.
 
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