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Tremor Video, a provider of software for video ad effectiveness, has released a proprietary study in conjunction with Hulu, regarding Gen Z’s ad receptivity on connected TV (CTV) and OTT devices. The data show that Gen Z is a native digital video generation that overwhelmingly equates “watching TV” with an online source. They also may be the first to fully embrace digital video advertising by seeing ads as indistinguishable from actual TV shows, and they will be CTV-first consumers.
This transformative shift in attitudes and preferences represents
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