Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we delve into the dynamic landscape of CTV advertising, explore cutting-edge approaches to pain management, and celebrate a significant breakthrough in quantum computing. First, we look at the resurgence of connected TV advertising, which grew in double-digits last year. Next, we highlight a pioneering clinic in San Diego utilizing a novel technique to address chronic pain without the need for drugs or surgery. Last, we discuss a groundbreaking achievement by Harvard scientists who cleared a significant hurdle in quantum computing by demonstrating a 3,000-qubit system capable of continuous operation. Happy Reading!

CTV is back! As per IAB, Connected TV advertising has gained impressive momentum, achieving double-digit growth. This surge reflects the ongoing migration of audiences from traditional linear television to streaming platforms, fueled by the rise of smart TVs, OTT services, and mobile streaming. For advertisers, CTV presents a unique opportunity to reach highly engaged viewers with personalized, programmatic campaigns. Small and medium-sized businesses (SMBs) now have access to self-serve CTV platforms, enabling them to compete alongside major brands.

The growth is not merely about scale, it’s about precision and effectiveness. CTV enables advanced targeting, such as demographic, behavioral, and geographic segmentation, allowing marketers to deliver tailored content that resonates. Also, CTV offers measurable performance metrics, giving brands actionable insights to optimize messaging in real time. With these strategies, marketers can transform exposure into meaningful engagement, driving conversions and long-term brand loyalty.

A San Diego clinic is leveraging the National Upper Cervical Chiropractic Association (NUCCA) technique to address chronic pain without drugs or surgery. Unlike traditional pain management approaches that often rely on pharmaceuticals or invasive interventions, this groundbreaking technique focuses on precise spinal realignment, particularly targeting the upper cervical vertebrae. NUCCA uses advanced 3D imaging and individualized adjustments to restore proper nervous system function, improving both posture and overall bodily coordination.

Patients with chronic conditions, including back and neck pain, migraines, vertigo, and joint discomfort, have reported substantial relief after NUCCA interventions. By correcting subtle misalignments in the cervical spine, the approach reduces pressure on neural pathways, supporting natural healing mechanisms. The clinic’s success highlights the potential of non-invasive solutions in transforming quality of life, enabling patients to regain mobility and reduce dependence on medications. Beyond individual benefits, NUCCA represents a broader shift in wellness, focusing on preventive, targeted care rather than symptom management alone.

Harvard scientists have achieved a major milestone in quantum computing, demonstrating continuous operation of a 3,000-qubit system, effectively addressing a critical challenge in keeping quantum computers running over extended periods. Known as “atom loss,” this issue occurs when qubits lose their encoded information. By developing methods to stabilize qubits and mitigate errors, researchers have advanced a neutral atom-based quantum processor capable of sustained operation, signaling a significant step toward practical and scalable quantum computers.

The breakthrough was accomplished through careful control of qubit interactions, precise laser manipulation, and continuous monitoring of qubit coherence. This research opens the door to more complex computations that classical computers struggle to achieve efficiently, like cryptography & artificial intelligence. While challenges remain before fully functional quantum computers become widely available, this achievement lays the groundwork for transformative applications. Beam me up Scotty is seeming more possible than ever before!

As a digital advertising strategist with expertise in connected TV and programmatic media, create a comprehensive, beginner-friendly guide to CTV (Connected TV) advertising. Define CTV advertising and explain how it differs from traditional linear TV and digital video by demonstrating its unique combination of television’s storytelling impact with digital precision targeting and measurability using clear analogies and everyday examples. Break down core concepts like OTT platforms, programmatic buying, addressable advertising, and cross-device attribution while exploring major streaming services and smart TV advertising capabilities. Detail evidence-based strategies for different advertiser budgets while addressing targeting options, creative specifications, measurement methodologies, and campaign setup processes. Include current industry trends, viewership patterns, and ROI benchmarks alongside practical guidance on platform selection and performance optimization. Address common misconceptions about CTV costs and complexity while exploring ad-supported streaming tiers and privacy-compliant targeting. Maintain an informative, accessible tone throughout while acknowledging both the opportunities and challenges, ensuring readers gain strategic understanding and practical knowledge for launching their first CTV campaign.