FreeWheel’s Alex Ibarguen: CTV Fragmentation Is ‘Very Much an Identity Problem’

Connected TV’s fragmentation challenges extend beyond inventory distribution to fundamental identity resolution issues that erode audience fidelity as buyers extend campaigns across multiple activation endpoints. “The fragmentation problem in CTV is real, but we as an industry often talk about it as an inventory problem, but it’s very much an identity problem as well,” Alex [...]

Last updated Mar 16, 2026 by ATDb automated enrichment