Targeted advertising is constantly evolving as it went from desktop to mobile and now mobile to social. With the death of the third-party cookie, advertisers rely heavily on first-party user identifiers to target audiences efficiently and at scale to drive ad revenue towards CTV. Connected TV advertising provides advertisers with a privacy-centric approach for targeting audiences by using device IDs in a “server-side” ecosystem. As technology advances, more advertising dollars will transition into the streaming world and into the living room of viewers.