CTV Fragmentation Is Getting Worse Before It Gets Better: A 2026 Buyer's Guide to Streaming Inventory

Forrester's latest report maps the CTV buying landscape across 14 major streaming platforms, evaluating targeting capabilities, measurement methodologies, and programmatic access points. The report finds that frequency capping across platforms remains the industry's most cited unsolved problem, with 78% of media buyers reporting overexposure as a top concern.

Forrester's latest report maps the CTV buying landscape across 14 major streaming platforms, evaluating targeting capabilities, measurement methodologies, and programmatic access points. The report finds that frequency capping across platforms remains the industry's most cited unsolved problem, with 78% of media buyers reporting overexposure as a top concern.