If you’re only leveraging CTV for incremental reach against linear TV, it might be time to rethink your streaming strategy. With CTV achieving critical mass, it is now among the most powerful vehicles for mass addressable reach and full-funnel marketing solutions. What tactics are pharma industry leaders like City of Hope implementing to take advantage of CTV innovation and opportunity? How can advertisers future-proof their ad strategies to drive precision and efficiency in the current expansive TV landscape?