CTV’s Fragmentation Problem Demands Industry Consistency: IAS’ Mathewson – Beet.TV

The Brand-Performance Gap in CTV Is Really a Data Problem

The industry often frames the existing conversation around CTV as a brand-versus-performance debate. But a more useful debate is whether advertisers have the data foundation required to make CTV work across the funnel, not just at one end or the other.

CTV’s Fragmentation Problem Demands Industry Consistency: IAS’ Mathewson – Beet.TV

CANNES, France — Connected TV was supposed to be the promised land for advertisers – the precision of digital married to the reach of television. Instead, it delivered a sprawling patchwork of publishers, apps, and devices, each speaking a slightly different measurement dialect. The fragmentation plaguing CTV transparency is “a major challenge for our industry,” according to Mike Mathewson, vp of product marketing at IAS, who argues that the med…