The space is still fairly new, with around 10 million connected TV (CTV) households in the U.S., or 11 percent of device owners, saying they have used their TVs to buy physical goods, according to data from market research and consulting company Parks Associates.
While the industry is relatively small right now, Parks Associates Director of Streaming Video Tracking Eric Sorenson says it has a ton of upside. For those gains to be fully achieved, the path to growth has to be done the right way.
From the article, "The next frontier of e-commerce is our TVs, thanks to interactive ads" by Chris Brooklier
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