Connected TV (CTV) is offering brands an opportunity to engage with fragmented audiences, especially younger, digitally-native viewers. However, the shift to CTV brings several challenges. To fully embrace CTV, brands must navigate budget allocation issues, enhance measurement techniques, and ensure ads do not disrupt the viewer experience.  Key Opportunities and Challenges in CTV Advertising  The shift of ad budgets to CTV is both complex and essential for brands. Traditional media buying practices often hinder this transition, making it difficult to demonstrate CTV’s incremental impact on media buys. However, the ability to access younger viewers provides a critical long-term growth opportunity. CTV offers a cost-effective advertising solution, especially for digital-first companies. Unlike linear TV, CTV allows for targeted ads that reach difficult-to-engage audiences, making it an attractive option for those seeking higher precision at a lower cost. One of the biggest hurdles, however, remains accurate and consistent measurement. Inconsistent data across…