As ad-supported content offerings grow, streaming services and other CTV advertising platforms are developing more sophisticated technologies to meet advertisers’ needs. And though it may not be immediately evident, these technological advances are leading to a better experience for viewers, too. CTV adtech is evolving to meet advertisers’ needsOn November 1, 2023, Netflix announced a slew of new features to meet advertisers’ needs better. And in the early days of ad-supported streaming tiers, the user experience has been inconsistent at best. “Whether I was watching ‘Hannah Montana’ or the National Geographic show ‘Airport Security’ about cocaine smuggling, the ad experience was pretty much the same,” Boyle said.