""Transitional." "Developing." "Work-in-progress." Those are the best descriptions of the current state of TV and video convergence, according to industry experts that AdExchanger and Cynopsis identified as top leaders influencing the video advertising landscape. As the line between TV and video viewing behavior continues to blur, ad technology and workflows remain siloed. There's been some progress, but change takes time. There are, however, ways to continue building momentum."
"We asked 10 industry influencers, including two buyers and three sellers, to rate the current state of channel convergence, the pain points they'd most like to see solved and which opportunities they are most looking forward to this year. Here are three takeaways that stuck out: The majority of respondents see a lot of room for improvement. Some streaming publishers say they're underwhelmed by advertiser investments. Building confidence in convergence depends on two priorities: outcomes and interoperability."
Ten industry influencers, including buyers and sellers, rated the current state of TV and video channel convergence as primarily transitional and developing. Seven of ten ranked convergence as "fair," two as "good," and none as "poor" or "great," indicating a work-in-progress. Ad technology and workflows remain siloed even as viewing behaviors blur between TV and video. The most cited pain points are ad measurement standardization and transparency. Some streaming publishers feel underwhelmed by advertiser investment. Progress is occurring through evolving measurement strategies and upgrades, while confidence in convergence depends on delivering outcomes and ensuring interoperability.
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