IAS：2024年神经学视角下的CTV广告效果研究报告：流媒体时代的心智探索（英文版）

As the CTV landscape becomes increasingly competitive, advertisers are under pressure to do more with less. Budgets are tighter, yet the demand for impactful, high-quality campaigns continues to grow. Meanwhile, consumers have become more discerning than ever, with heightened expectations for seamless and engaging media experiences. This means that every ad must not only reach the right audience, but also deliver value in a way that resonates with consumers — which requires a deep understandi