The digital evolution has blurred the lines between traditional and online TV, ushering in the era of advanced TV. This transformation impacts content delivery, consumption, and the way advertising is approached. To steer through this change, advertisers must be informed and discerning.

This guide offers marketers pertinent questions to pose to their agencies concerning advanced TV. With the TV landscape in flux, it's essential to grasp how advertising is served and how consumers are targeted, ensuring effective media strategies.

Our findings spotlight a shift in TV viewing habits and advertising strategies. The term "TV" feels outdated; we're now in the realm of "Advanced TV." Defined by the Internet Advertising Bureau as content surpassing traditional TV and enabling customised ad delivery, it's imperative advertisers engage with agencies on the intricacies of this new-age TV advertising.