The rapid adoption of Connected TV (CTV) in the U.S., projected to reach 113 million units by 2024, presents a lucrative opportunity for advertisers to deliver tailored messages through internet-based content streaming, though challenges persist. As cord-cutting accelerates, with traditional cable or satellite TV viewership dropping significantly, platforms like Roku, Vizio, and Amazon are capitalizing on the shift by enhancing their ad-supported services and technologies, such as Vizio's Project OAR for standardized addressable TV. CTV ad spending is forecasted to soar to nearly $35 billion by 2025, driven by increased consumer screen time and the growth of ad-supported video platforms. However, advertisers face obstacles like fragmented identifiers across devices and shared streaming accounts, complicating audience targeting and measurement. Companies like Aerospike are offering real-time data platforms to handle large data volumes, providing faster insights and a better return on investment in this evolving CTV landscape. As the industry adapts, innovative targeting methodologies and comprehensive measurement strategies are crucial for maximizing the effectiveness of CTV advertising campaigns.