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Consumers Will Trade Ad Viewing for Free TV: Integral Ad Science Study

Come to think of it, consumers liking free stuff may be the most normal thing of all. Sure enough, ad verification vendor Integral Ad Science has found that people are eager to swap paid video streaming services for free ones, even if they have to watch ads in return. Also included: a handy diagram that clarifies the often-confused relationships among Over The Top (OTT), Connected TV (CTV) and Smart TV.