As Publicis Media Exchange U.S.'s Shelby Saville and UM Worldwide's Marcy Greenberger explained, the supply of streaming ad inventory exceeds the level of advertiser demand, Amazon Prime Video's entry has added to the imbalance, creating 'scaled fragmentation.'
Ad buyers want to execute streaming ad buys programmatically to manage overlapping ad exposures and audience reach, while also looking for streaming services to differentiate their ad offerings.
Sports streaming, involving major players like Amazon, NBCUniversal, Paramount, YouTube, and upcoming ventures from Disney, Fox, and Warner Bros. Discovery, could aid in addressing streaming fragmentation.
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