Connected TV (CTV) viewership has surged past traditional broadcast and cable, providing opportunities for advertisers but also creating fragmentation challenges. Many advertisers face difficulties integrating diverse touchpoints into a unified media strategy. Disconnection between CTV buys and broader marketing efforts leads to inefficiencies. A significant concern is signal loss, impacting tracking and attribution. To harness CTV effectively as a branding and performance channel, advertisers must adopt a strategic shift towards more integrated and privacy-focused omnichannel models.
The growth of connected TV has been nothing short of explosive, with viewers streaming more content than ever, surpassing broadcast and cable viewership combined.
Fragmentation in the CTV ecosystem presents significant challenges for marketers, leading to inefficiencies and missed opportunities due to disconnected buys.
Marketers struggle with narrow datasets and modeled IDs in CTV, which hinder scalability and accurate impact measurement of campaigns.
Unlocking CTV’s full potential requires a strategic shift toward privacy-forward, omnichannel models that integrate with the entire consumer journey.
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