For brand marketers, the buzz around connected TV’s explosive growth keeps getting louder. As marketing budgets shrink and audience attention drifts, CTV offers a golden opportunity to maximize ad spend — marrying the precise audience targeting of digital with the premium impact of the home’s biggest screens and other mobile platforms, from tablets to laptops, where consumers are watching video. Data activation is the ability to use your data wherever you want — across any CTV channel, browser, mobile device, or social platforms — to reach and measure engagement with your customers. That involves combining customer data from siloed sources and platforms (such as cloud data warehouses or a CRM system), so you can create unified profiles and a single source of truth. Once data is centralized and streamlined, teams can define specific audience segments and push those criteria to operational tools, from ad servers and DSPs to business intelligence or analytics platforms.