As the advertising ecosystem matures, Connected TV (CTV) is outpacing expectations—both in consumer adoption and revenue generation. In 2025, CTV ad revenue is forecasted to rise by 26%, reflecting a massive shift in how advertisers allocate budget and reach their target audiences. At the forefront of this transformation is a pivot toward contextual platforms that deliver relevance without reliance on user IDs.
MarkApp has seen this growth curve firsthand. In 2024, CTV accounted for over 60% of our revenue, solidifying its role as our primary business driver. That’s not by chance. It’s the result of deep investments in publisher partnerships with premium players like TCL, WedoTV, Rakuten TV, and Scripps, paired with advanced bidding intelligence through our Pantheon platform.
Why is CTV exploding now? Three key forces converge: audience scale, screen quality, and contextual innovation. Viewers are consuming more premium video on large screens at home, and marketers need effective ways to reach them in brand-safe, high-attention environments. Contextual targeting solves the challenge of personalization without privacy invasion, allowing advertisers to optimize placement based on genre, app, time of day, and screen behavior.
MarkApp’s Pantheon bidder enriches over 7 billion bid requests per month with metadata like content category, IAB segments, engagement scoring, and device-level insights. This unlocks performance outcomes that go beyond reach and frequency. In fact, campaigns using Pantheon in Q4 2024 saw a 39% increase in fill rates and a 28% improvement in completion rate on skippable ads.
At the same time, our direct integration with demand partners like Xandr, Sovrn, & Adform ensures that programmatic buyers can transact with trust and transparency. Unlike traditional CTV buys that rely on broad targeting and static placements, our ecosystem empowers dynamic optimization and real-time bidding logic.
The result? Advertisers not only achieve better cost efficiency but also drive measurable outcomes like ROAS, brand lift, and lower CPM volatility. That’s why brands like Turkish Airlines, Carrefour, Xiaomi, and T-Mobile continue to scale campaigns with MarkApp across international markets.
From a product perspective, we’re continuing to enhance our CTV stack with interactive ad formats, shoppable video, and cross-device targeting capabilities. Combined with AI-driven decisioning and transparent measurement through advanced tools, MarkApp offers a future-proof way to buy into premium CTV at scale.
The 2025 growth forecast is not just a media headline, it’s a call to action. Advertisers who invest early in contextual CTV infrastructure will own the upper-funnel moments that drive long-term loyalty. And independent adtech platforms like MarkApp are uniquely positioned to deliver that value, without walled gardens or data silos.
As we move forward, CTV is no longer a complementary channel. It’s the new centerpiece of digital brand storytelling. And with the power of context, its performance potential is just beginning.
