Due to the advanced targeting capabilities of CTV, advertisers can now get more granular in how they pair their ads with the precise contextual indicators within individual episodes. A new study by Alliance for Video-Level Contextual Advertising (AVCA), an organization dedicated to funding research into the use of Artificial Intelligence (AI) for contextual advertising in streaming, found that consumers pay nearly 4X (3.9X) more attention to ads that are hyper-relevant to the content they are watching.