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  "documentTitle": "Future-proof ad sales: The new transformation imperative",
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      "text": "What comes next is a rapidly evolving advertising market that will continue to disproportionately favor digital over other media, especially linear TV. As global markets recover from COVID-19, the mix of returning ad dollars will be drawn to an increasingly performance-driven ad ecosystem. This will create a significant and growing threat from digital natives for traditional media advertising across global markets. At the same time, consumer attention and ad spend on over-the-top (OTT), connected TV (CTV), and mobile is expected to grow (Figure 5). At some point in the near future, consumers’ video consumption will become fully multiplatform, making the distinction between TV and digital far less important in the advertising world than audience segments. Even before COVID-19, digital video was the top choice of agencies and marketers looking to increase reach because it effectively reaches audiences with lower traditional TV viewing. And while ad spend on both digital and TV both declined during the pandemic, the drop was much less for the former than the latter—indicating the gap between digital and TV has only grown in the past year.",
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      "text": "Source: eMarketer",
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