The integration of Connected TV (CTV) with retail media networks (RMNs) poses challenges for advertisers, primarily due to the fragmented ecosystem of various platforms. A significant number of CTV advertisers find it difficult to execute campaigns effectively across the numerous providers, leading to ad frequency issues and wastage. Additionally, as RMNs expand into CTV and upper-funnel marketing, there remains a need for improved measurement tools to ensure accurate attribution and performance tracking. This combination complicates the dynamics of balancing performance marketing with brand marketing objectives.
On paper, it is easy for advertisers to chart out where they will hit the specific viewers they want to hit. But executing is difficult.
49% of US brands and agencies say difficulty with accurate attribution is an obstacle they've encountered when integrating offsite media into their core retail media strategy.
#connected-tv #retail-media-networks #advertising-challenges #campaign-execution #attribution-issues
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