How native CTV is solving the channel’s attention problem

Karim Rayes, Chief Product Officer, Nexxen Last month’s NewFronts made one thing unmistakable: CTV has moved decisively into its performance era. The industry conversation is no longer centered on reach alone, but on results — or, more specifically, on which formats can most effectively turn attention into action. It’s among the clearest reasons why native CTV is emerging as a powerful strategic complement to in-stream advertising. While in-stream remains highly effective for storytelling and scale within premium content environments, native formats can engage audiences earlier — at the exact moment of decision, when viewers are actively choosing what to watch and are inherently more open to influence. That distinction may sound subtle, but it fundamentally expands how advertising can work on the biggest screen in the home.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.