YouTube is the world's largest media auction outside of Google Search and Facebook. It's the 800-pound gorilla of digital video. That's been true since the beginning of YouTube but that was another time. Back then, linear TV was still able to deliver on almost any video-dependent media or marketing metric. Now? Not so much. Linear ratings are in free fall while CTV audiences, subscription and ad-supported, are on the rise. It's an inevitable consequence of pervasive broadband and connected devices and it's accelerated by the pandemic. YouTube is now the largest single source of CTV impressions and along with Hulu, Roku and Amazon has become an indispensable part of the mainstream of video advertising.
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