What is the main difference between advertising on linear TV and connected TV?

Note that the scale of CTV viewing is still much smaller than linear - it is easier to get significant benefit from a smaller base than from a larger one. Still, CTV's rapid growth is indicative of the changes to come - indeed, CTV is expected to account for more than half of all TV viewing within three to five years. Therefore, developing, for example, an OTT platform using https://www.oxagile.com/article/advertising-measurement-ctv-vs-linear-tv/ would be an excellent investment.