# How are new technologies shaping CTV?

In today’s complex, fast-moving ad industry, Simulmedia is your turnkey, one-stop shop to help you make the best decisions and solve your biggest and toughest challenges on TV, Streaming, and Gaming. Simulmedia is a New York-based technology company for advertisers and agencies founded in 2008. Its Performance TV(R) products - powered by its patented, AI-driven TV+(R) analytic and activation platform - deliver high performance targeted video ad campaigns across all streaming and linear TV channels for more than 100 top brands like Disney, Experian, MassMutual, and Choice Hotels. Independent studies show that Simulmedia campaigns regularly deliver 30-100% higher ROI than conventionally planned and targeted campaigns. This is why Simulmedia is alone guaranteeing the performance of its campaigns, whether the desired outcome is reach, custom targeting, or ROI.

## Best Practices with CTV metrics

What technologies had the biggest impact on CTV in 2024, and how will they shape 2025? Find out from Dave Morgan, Simulmedia CEO.

## Playing Next

### [Interactivity and ad length in CTV](/content/video/interactivity-and-ad-length-in-ctv/index.html)

### Other videos in CTV Trends series

### [The most important trends in CTV](/content/video/the-most-important-trends-in-ctv/index.html)

Trends that defined 2024, and which will carry into 2025.

### [How are new technologies shaping CTV?](/content/video/how-are-new-technologies-shaping-ctv/index.html)

What technologies had the biggest impact on CTV in 2024.

### [Interactivity and ad length in CTV](/content/video/interactivity-and-ad-length-in-ctv/index.html)

The most popular ad formats for 2024 and 2025.

### [Broad economic trends. More investment in advertising](/content/video/broad-economic-trends-more-investment-in-advertising/index.html)

How will economic factors impact CTV in 2025?

### [Data-driven marketing: What brands need to know to succeed in TV in 2025](/content/video/data-driven-marketing-what-brands-need-to-know-to-succeed-in-tv-in-2025/index.html)

Insights about data-driven marketing.

### [From content to data: The new king of marketing?](/content/video/from-content-to-data-the-new-king-of-marketing/index.html)

Is there a shift from "Content Being King" to "Data Being King?"

### [Top 3 ways to leverage both TV and CTV](/content/video/top-3-ways-to-leverage-both-tv-and-ctv/index.html)

What are the top 3 ways to leverage both TV and CTV in 2025?

### [CTV for small businesses](/content/video/ctv-for-small-businesses/index.html)

How can small businesses incorporate CTV into their media plans?

### [Solutions for regional businesses’ CTV ads](/content/video/solutions-for-regional-businesses-ctv-ads/index.html)

Is CTV effective for regional businesses?

### [AI-powered tools for ad creation](/content/video/ai-powered-tools-for-ad-creation/index.html)

How AI can help in case a small business doesn’t have a creative team to produce TV ads?