Connected TV is beckoning to advertising with big screens, more impactful ads, and deep audience targeting. But Needham analyst Laura Martin suggests new data showing people mostly watch CTV shows with others has big implications for the burgeoning industry.

TV[R]EV recently talked with Adam Helfgott, CEO at MadHive, an enterprise software company that builds tools for advertising on OTT, to dive into this problem and how it can be remedied.

A major reason for the growth of addressable advertising? Frequency capping. TV[R]EV's Alan Wolk explains more on its role in TV.