New Delhi, June 12 -- While audiences are gradually shifting from linear to connected TV sets, ad dollars still haven't significantly made a similar shift.

Connected TVs are devices with access to the internet, allowing viewers to stream content through apps. However, the connected TV (CTV) ecosystem still lacks a standardized view of the programming attributes behind each impression.

Advertisers often lose confidence in them because OTT platforms, set manufacturers and broadcasters operate with different measurement frameworks, creating inconsistencies. As a result, brands often question whether the scale of CTVs is mature enough to migrate budgets.

According to a report by Gracenote, the content intelligence business unit of Nielsen,...