Why working in CTV AdTech can be a rewarding career choice.
As someone who has spent many years working in advertising sales, I’ve had a front-row seat to the evolution of digital advertising—from the days of display and mobile, to the rise of programmatic, and now, to the booming world of Connected TV (CTV). The future of advertising is converging around CTV, and for anyone considering a career in AdTech, this sector offers unparalleled opportunities for growth, innovation, and impact.
The Growth of CTV is Just Beginning
One of the most compelling reasons to consider a career in CTV AdTech is the sheer scale of growth in the industry. Television is undergoing a seismic shift. What was once the realm of traditional linear TV is now being replaced by streaming services. Consumers have moved from the rigidity of scheduled programming to the freedom of on-demand content, and advertisers are following. This migration to streaming services has created a massive opportunity for advertisers, content creators, and technology providers alike.
The numbers tell the story: CTV advertising spend has surged in recent years and is expected to continue its upward trajectory. According to eMarketer, CTV ad spend in the U.S. alone is projected to surpass $27 billion by 2025. This growth is driven not just by the volume of viewers but by the highly engaged nature of CTV audiences. Advertisers can now target specific audiences, and households with precision, thanks to the programmatic capabilities of DSPs, SSPs, CTV publishers, TV OEMs and Ad Servers.
For those entering the workforce or considering a shift within AdTech, this growth means that CTV offers a dynamic environment filled with opportunities for innovation, career advancement, and real-world impact. As someone who’s been deeply involved in the AdTech space for the last 10+ years, I can tell you that CTV is where the action is right now.
A Convergence of TV and Digital: The Best of Both Worlds
Working in CTV AdTech combines the best of traditional TV and digital advertising. It’s an industry that sits at the intersection of storytelling, data, and technology. What makes this sector particularly exciting is the convergence of these two historically separate worlds.
Traditional TV was—and still is—a very powerful medium for storytelling. Brands could capture the attention of millions with a single commercial. However, it lacked the precision targeting and measurement capabilities that digital platforms brought to the table. CTV bridges this gap. It provides the sight, sound and motion that advertisers have historically loved about traditional TV, but increasingly coupled with the measurement and targeting capabilities of digital advertising.
This convergence is what excites me most about CTV AdTech. As someone who thrives in environments where technology meets creativity, CTV allows me—and the teams I have worked with—to push the boundaries of what’s possible in advertising. The future of advertising is one where data-driven insights enhance creative messaging, leading to more personalised, relevant, and effective ad experiences, where the lines between TV content stops, and advertising begins, becomes increasingly blurred.
Innovation and Problem-Solving
Another reason why CTV AdTech is a fantastic career choice is the constant need for innovation and problem-solving. CTV is still a relatively new and evolving space, which means there’s no playbook. We’re in a phase of rapid experimentation and discovery.
The challenge of balancing user experience with advertiser demands is one that keeps the industry moving forward. For example, frequency capping—making sure users don’t see the same ad too many times—is a technical challenge that requires constant refinement. Audience measurement, cross-device targeting and attribution are other areas where innovation is key. These are problems that require creative, forward-thinking solutions.
A Career with Long-Term Potential
Finally, working in CTV AdTech isn’t just a career for today—it’s one with long-term potential. The shift to streaming is not a passing trend; it’s the future of how we consume content. As more households ‘cut the cord’ and opt for streaming over traditional linear TV, the need for sophisticated, scalable AdTech solutions will only grow.
There’s also the fact that the skills you gain in CTV AdTech are highly transferable. Whether it’s data analysis, media planning, sales, programmatic strategies, or creative storytelling, these skills are applicable across many media disciplines. This makes a career in CTV AdTech not only exciting today but a strong foundation for future career growth.
Conclusion
In summary, CTV AdTech is one of the most exciting, fast-growing sectors in the advertising industry today. Its blend of creativity, technology, and innovation makes it an attractive space for anyone looking to build a dynamic, rewarding career. As the industry continues to grow, so too will the opportunities for those who choose to be a part of it. Whether you’re just starting out or looking for a new challenge, CTV AdTech offers a future filled with potential, and I am thrilled to be working with so many smart & kind people in our industry, to transform the way TV is watched, and streaming ads are bought and sold.
A perspective from Paul Gubbins, Former VP CTV Strategy & Marketing at Publica by IAS.