Tony Marlow of LG Ad solutions examined the effect of CTV on viewers and marketers looking to connect with audiences in a meaningful way, particularly with the advent of challenges presented by second-screen viewing. In addition to second-screen viewing, advertisers have also been stymied by new privacy regulations reducing the efficacy of targeting. In his presentation, Tony remarked on the rapid change in viewership from cable TV, subscription TV and ad-supported TV. Tony explored enhanced ads leveraged through CTV by presenting several pieces of “thought leadership research” which indicated the impact these ads have on engagement between advertisers and consumers. The research exemplified how enhanced ads can connect with consumers via CTV through their devices, to make the act of second-screening more productive by bringing devices and television ads together. Enhanced ads were demonstrated through the inclusion of QR codes, local extension, weather-driven and dynamic in nature (i.e., countdown to a game, etc.).