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2025 is the year of B2B brands launching CTV. CTV may not be the first platform that comes to mind to reach B2B target audiences, but it actually presents a great opportunity for B2B brands. Demand Gen’s 2024 State of CTV Advertising report shows that 70% of B2B advertisers who were surveyed are running ads on CTV, and there is a good reason why. CTV is addressable. B2B brands can target audiences, personalize creative and even interact with interested customers.

EMARKETER reports that 2025 UpFronts will yield just over $16b, lower than than any of the past five years. This year, it's not just the effect of streaming, social, and programmatic that's reducing advertisers' appetite to commit budget up front. The economic uncertainty around tariffs and consumer confidence presents advertisers even less of a reason to commit to spending months in advance.

Spaceback is the inventor and global leader of Social Display and Social CTV advertising. But why? And why do brands continue to choose Spaceback? Authentic creative, increased performance, and a better user experience are just a few benefits.

Comcast’s Universal Ads is set to reshape premium video buying by centralizing access to top media companies with advanced tech and seamless automation. Here’s why it’s different—and why it might just work, according to Casey Saran, co-founder and CEO of Spaceback.