Audience In Control: Consumer Trends Reshaping CTV Advertising In 2025

October 29, 2025 Forbes Magazine


In an era where consumers wield more power than ever, the landscape of connected TV advertising is transforming. Jigar Captain explores how this shift necessitates a new approach from brands—one that prioritizes viewer choice, privacy, and engagement. Rather than relying on interruption, advertisers must now create meaningful experiences that resonate with audiences. Dive into this insightful article to understand the future of advertising and how to thrive in this new ecosystem.

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