CTV fragmentation

The metaverse hype is over; Apple Maps forays into advertising; and streamers vie for HBO Max and the WBD studio archive.

CTV advertisers are enamored of programmatic because of its digital-like ad targeting. But programmatic CTV is far from perfect and rife with fragmentation.

Advanced TV presents a robust set of opportunities for data-driven advertising and measurement. But does that mean ATV will supplant linear in buyers’ marketing strategies? Well, it’s more complicated than that – and buyers need to understand how to successfully manage and optimize across both linear and streaming.

From the rise of alternative measurement currencies and retail media networks to the launch of Netflix’s AVOD tier, these are the stories that helped us animate the news in 2022.