Social video is taking more of a lead over CTV because it provides better campaign reporting based on an advertiser's preferred business outcomes, a capability that CTV lacks in comparison.
Marketers are under pressure to justify their investments by connecting their ads to results, which is why they're raising investments in social video more than CTV this year.
Black-box products like Google's Performance Max (PMax) and Meta's Advantage+ are winning video ad budgets and contributing to social video market growth.
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