CTV’s Fragmentation Problem Demands Industry Consistency: IAS’ Mathewson

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,” […]

Last updated Jul 29, 2026 by ATDb automated enrichment