At the Digiday Programmatic Marketing Summit, agency executives expressed significant concerns regarding measurement, pricing, and transparency in the connected TV (CTV) advertising landscape. They noted that the lack of standardization and comprehensive data makes it difficult to assess the effectiveness of CTV campaigns, putting marketers at a disadvantage. Discussions highlighted issues of fragmentation among demand-side platforms and the obstacles posed by 'walled gardens' like Facebook and Google, which resist third-party measurement. Participants emphasized the need for better data to justify investments in CTV advertising, amidst a confusing media landscape for clients.
In my view, we've been handicapped as marketers by not having enough information to tell a positive story around what CTV is bringing to the bottom line.
The networks are handicapping marketers' ability to invest more in their properties because we don't have enough information to make the case.
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